All-America City Award Sparks Image Makeover

Dallas, Texas – The City of DeSoto, Texas, one of just ten cities nationwide to be honored as an "All-America City" at this year's awards ceremony in Anaheim, California, is rolling out an updated image via billboards, street banners, and a new Web site.

Dallas-based graphic design firm JABEYE was commissioned to undertake the city’s rebranding in February 2005 by DeSoto Chamber of Commerce member and former CompUSA president, Rob Howe.

The original design brief called for a completely fresh, contemporary image that was representative of a progressive community, while retaining a sense of history. The new image would be used as a marketing tool to bring opportunities and attention to the city, and to positively promote its diverse cultures.

Following an informal poll via DeSoto's "Today" newspaper and formal presentations to local groups and the city council, a final rendering of the design was approved for use within the city in May 2006.

Timeless Design
To replace the existing and dated (1977) "D'Eagle" symbol, JABEYE created an abstract "D" and "S" to symbolize Movement, Direction, and Growth, with the discreet addition of "Est. 1847" to emphasize the city's history.

The city's "Live, Work, Play in DeSoto" slogan was replaced by "Education, Community, Opportunity" – and JABEYE also created a style guide for implementing the new image in a professional and consistent manner, from the city's flag and signage, to its vehicles and water towers.

In addition to creating the overall image, JABEYE designed fresh billboards and banners, and a new Web site – DeSotoTexas.com – which acts as a gateway to the City of DeSoto's official site, with links to the Chamber of Commerce, Independent School District, Economic Development Corporation, and a DeSoto Events site, which was designed, and is maintained, by JABEYE.

Change is Good
An overwhelming seventy-eight percent of the community praised the rebranding initiative. According to one resident and local businesswoman, "The visual impact of the logo is phenomenal and timeless; I love the image that it projects as a city that is changing".

A member of the council that adopted the previous city logo said, "Positive change and movement are sure signs of growth and development. While I like the eagle logo of the past, I believe this one better represents where we are going. It depicts DeSoto as being a progressive city with visions for the future, and I agree that it is time to consider updating our image. Congratulations on a job well done!"

JABEYE is currently working with the City of DeSoto and the DeSoto Chamber of Commerce to redesign stationery and promotional materials, and to incorporate the prestigious All-America City logo.

About the Company:
Founded in 1999, JABEYE is a graphic design company serving clients around the globe from its base in Dallas, Texas. Other clients include Pink Floyd’s David Gilmour (UK), Jools Holland (UK), BBC Big Band (UK), Diageo (US – Crown Royal, Jose Cuervo, and Smirnoff brands), and Quality Telephone (US).