Cheltenham Township
Located just outside Philadelphia, Cheltenham Township is known for its historic neighborhoods and deep roots with a thriving, growing community. The township needed a new identity to reflect its rich history and vibrant future.
Identity Design
THE CHALLENGE
Cheltenham Township needed a flexible identity that could live across a wide range of applications, from government communications to community-focused initiatives. In addition, a design system was needed in order for the identity to be integrated across multiple government and public service departments.
The township is rich with history, being established in 1900. It has an old-world charm with Victorian and Tudor style homes lining its streets and plenty of public green space. While its history is important, the Cheltenham team realized they needed to modernize their identity and position themselves as a welcoming and thriving place to live for generations to come.
From architecture, parks, small businesses, art scenes and more, Cheltenham has a lot to offer. Through collaboration with their team, we identified three key attributes that their new identity should express; community, growth, and a connection to nature.
THE SOLUTION
An adaptable logo suite was created to support a wide range of uses and environments.
The primary logo features a stylized monogram that serves as a symbol for community, growth and nature. Organic, water-like linework weaves together and creates a spark at the center through negative space. A badge was designed to provide a more contained alternative, while an expressive logotype was created for special applications such as murals and merchandise. Custom lettering is contained within the shape of the township boundary while a stream runs through the middle.
As the identity rolled out across departments, the monogram remained the central visual element, with the wordmark framing each department title to create a cohesive system.
