By WKTV Staff
joanne@wktv.org

Kent County has revealed a new brand, including a primary logo, sub-brand logos for several departments and offices, and a tagline—Your Partner, Your Place—that will serve as a short-hand vision statement for Michigan’s second fastest growing County.

“We set out to align the Kent County brand with the County’s vision, mission and the work we do in and for the communities we serve,” said Kent County Administrator Al Vanderberg. “A brand is really a communications tool. With this new brand, we aim to help residents better understand what County services are available to them and, more importantly, help them take full advantage of the services they pay for with their tax dollars. With one of the fastest growing economies in the United States, nearly eight percent population growth in under 10 years, and the youngest, most diverse and most highly educated population in its history, we wanted to develop a brand as dynamic as the community it represents.”

A Window Into County Life

The new logo features a rectangular frame that reflects the County’s shape and serves as a window into life within the County—a place where people live, work, and visit and the entity that serves those people. The organic wave element is representative of the county’s rivers, streams, rolling agricultural land and green spaces that are so important to the region.

The updated brand also features a fresh, vibrant color palette to allow greater versatility in designing signage, collateral and other branded materials.

While the primary logo will be used organization-wide, several departments and offices with a high level of public engagement—including the Health Department, Animal Shelter, Community Action, Veteran’s Services, Prosecutor’s Office and others—will use unique logos that will serve as important tools to help increase awareness of the vital services they provide. The organization will continue to use the County seal on official documents.

“We’re excited to provide residents a clearer picture of the breadth of services we offer,” said Vanderberg. “This brand is foundational to that understanding.”

Your Partner, Your Place

The new tagline—Your Partner, Your Place—reflects what the branding team learned in the research and serves as an aspirational statement about what Kent County strives to be.

“First and foremost, people think of—and love—Kent County as a place. It’s home. It’s a place for economic opportunity. And it’s a great place to visit and explore,” said Vanderberg. “But research also told us that when people think of Kent County government, they think of vital services, a responsive staff and a ready partner that both leads and collaborates on transformational change.”

The brand was approved by the Kent County Board of Commissioners on Oct. 27, 2022, following a comprehensive brand development process led by Well Design Studio and Truscott Rossman in collaboration with the County Administration communications team. The process included 17 county department, office and agency meetings; a community survey that drew nearly 4,700 responses; multiple meetings with an internal branding committee and members of the Board of Commissioners; and resident focus group sessions in five communities throughout the County.

“We’re very proud of the process,” said Vanderberg. “It was thorough, thoughtful, professional, and inclusive of staff, elected officials and the community.”

The branding project was initiated in 2019 but was put on hold in early 2020 to allow the County to focus on its pandemic response. It restarted in May 2021. With this launch, branded assets will be rolled out gradually with respect for budget to ensure responsible use of taxpayer dollars.