Durham County Government just completed a 10-month rebranding process by unveiling their new brand as “DCo”, which is intended to be pronounced “dee-co.” The County had turned to Engine, a brand creation agency based in downtown Durham, to develop the new brand, which included a completely redesigned logo, vehicle and ambulance graphics, website design, collateral material and county flag. The process involved gathering input from Durham County staff, managers, department heads, County Commissioners and citizens, and having the same groups review multiple logo options which Engine developed. DCo was introduced to the public on October 22, and the complete transition to a new logo will continue to take place throughout the year.
“It was wonderful to team up with a branding agency that’s one of our own, right here in Durham County,” says Deborah Craig-Ray, assistant county manager. “Engine has been such a good partner, and they not only helped get everyone on board and excited about the process, but they created something that is truly unique, and uniquely Durham County.”
Critical to creating the new DCo brand was the desire by the County to differentiate itself from other entities that are similarly named, such as the City of Durham, Durham Convention & Visitors Bureau and the Durham Chamber of Commerce.
“By intentionally referring to Durham County as ‘DCo,’ not only are we helping to establish a strong, memorable brand, but we are reflecting a vibe and attitude that is absolutely genuine and authentic to Durham County,” says Domenick Rella, partner and creative director of Engine. “I mean, there aren’t too many municipalities out there that can actually pull off something like this – how cool is that? Durham has been an awesome place for us to do business over the past decade, and I’m personally thrilled to work on a project that benefits a place where I’ve lived and worked for so many years and which I believe in so strongly.”
County residents and visitors may begin noticing the new logo on various County vehicles, including the Sheriff Office’s cars, EMS ambulances and other DCo trucks and service vehicles. It will also begin appearing on the DCo flag, and on correspondence and signage as the year progresses.
The team of Engine are brandmakers. An agency with award-winning work and diverse experience, Engine helps clients effectively create and communicate their brands. The agency’s current clients include companies in healthcare, real estate, government and professional services. For more information, visit http://www.enginegogo.com.
Contact: Margaret Albert