Chicago has a new look, one that promises to honor its past, point towards the future, and be inclusive of all its citizens. The key feature of the “Chicago Design System is an addition of sorts to Chicago’s perhaps most famous previous symbol—the four starred flag. The new branding system adds a star, not to the iconic flag, but as an extension of the flag to be incorporated in branding of the city’s many official departments. The new star is representative of Chicago’s citizens, and it will also belong to them—the Chicago Design System is that the new branding will be able to be downloaded and used by citizens and businesses around the city.
- Brand Strategy