OUR visual identity INITIATIVE

Sioux Falls has recently begun an initiative to develop a visual identity.
The new identity will be used by the City of Sioux Falls and key partners including the Sioux Falls Area
Chamber of Commerce, the Sioux Falls Development Foundation and Forward Sioux Falls.


We are conducting research in the community to uncover the who,
what, where and why of Sioux Falls.
We want to hear from you! Join the Community Identity Workshop on Wednesday, September 11th, at 5:30pm at the Sioux Falls Downtown Library, 200 N. Dakota Ave., or sign up to be notified when the Community Survey
is available online.


We will then leverage all of that data to articulate what makes Sioux Falls special and develop compelling creative to support it.


Next, we will demonstrate how the
visual identity can come to life throughout the community. Join the effort and sign up to volunteer as a Brand Ambassador below!




Photo By RicH Murphy


Why do we need a visual identity?

A visual identity supports several objectives. First, it gives our citizens and our community a sense of self and community pride. It also assists our efforts to attract jobs, investment, talent and visitors to Sioux Falls. All of these audiences need to understand our character and personality. The visual identity is a first step in the process of getting to know us.

Why do we do research?  

Research is the primary driver for uncovering the Sioux Falls visual identity. A body of research ensures the visual identity is informed by the reality of the perceptions from consumers, residents and stakeholders.

How can I be a part of this?

There are several ways to get involved! We will be hosting a Community Identity Workshop on Wednesday, September 11th, at 5:30pm at the Sioux Falls Downtown Library, 200 N. Dakota Ave. to gather community input. A Community Survey will also be distributed in the coming weeks to gather additional feedback from the Sioux Falls community. Sign up below to be notified when the Community Survey is available online. You can also get involved and volunteer as a brand ambassador.

What are the benefits of a new visual identity?

Your brand is what people say about you when you’re not around. In other words, your reputation! Just like people or products, communities have reputations based on all the different experiences people have had with that community over time.
Branding is the process of changing, clarifying, refining, or improving that reputation.

A new visual identity won't solve all of our problems. What branding can do is focus people on the positive differentiator in Sioux Falls, which can help us stand out as a preferred location. The stronger and more defined our reputation, the more people will want to live, work and travel here.

Can you share some examples of visual identities for other communities?

You can see numerous examples on our partner's website (North Star Place Branding + Marketing) here.

How long does this process take?

We anticipate the research, community input and creative phases to take approximately 6 months. The brand rollout will be
ongoing thereafter.

Please share this website with friends, neighbors, and colleagues, and encourage them to share their input, attend the Community Identity Workshop, take the Community Survey, and become Brand Ambassadors.

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If you have a passion to help with this process, sign up below to become a Sioux Falls Brand Ambassador.
Brand Ambassadors are kept up to date on the project and given tools to spread the good word about
Sioux Falls within their own personal spheres of influence. 

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