City Council Officially Adopts New Logo

At their October 23rd meeting, the Independence city council voted unanimously to approve the following new logo as part of phase 3 of the city’s branding project.

This decision completes phase 3 of the 4 phase branding project. Absolutely Indee will continue working with bluespace creative to obtain the final piece of this project – the brand standards guidelines. Absolutely Indee will also be working on a plan to roll out the new brand in early 2018. If you are interested in assisting with this project and future marketing efforts by becoming a brand ambassador, please contact us!

Click here for additional information and the history of the branding project.

Independence Branding Project-Logo Identity

As part of Phase 3 of the Branding Project, bluespace creative provided the following original logo identity concepts.

Logo Development Overview

In creating these options, the bluespace creative team set out to encompass Independence’s rich history, strong spirit and American pride.
Because a logo is an instant visual representation of the brand, it is important that it is highly discernible and readable, whether printed small on a business card or at a distance on a sign. In order to function correctly, the identity must be built simply, so that it creates a true icon to represent the brand. It must also be unique so it is immediately distinguished from any other brand.

The following options were original presentations. Click here to view the full presentation document along with examples of how each logo mark could be utilized.

Option 1

Subliminally hinting at an Independence Day fireworks celebration, this icon also represents the outward growth of a youthful spirit. The red and blue dots symbolize a celebration of America’s independence and the vibrance of a community boldly seeking the future. The typeface reflects the forward-looking nature of Independence and the spirit of progress to be found there.

Option 2

While also representing the themes of spirit, progress, and patriotism evident in Option 1, this icon’s more literal interpretation of exploding fireworks represents the forever-upward trajectory of Independence. The bold streaks and blue stars show the energy and enthusiasm of a vibrant community. A celebration of the exuberant spirit of Independence, in word and form, is captured in this icon.

Option 3

This option is a variation of the original option 2 above with a different typeface as requested by the A.I. committee.

Option 4

This icon features a stylized flag that incorporates the basic symbol of America’s independent states: the white star on blue. The “I” in Independence represents the flagpole that proudly holds the flag aloft. The patriotic link between Independence and America’s history is prominent here. This icon reflects a deep pride in the nation, in the City of Independence and in the ideals represented by the city’s name.

Additional Options

Absolutely Indee presented the original 4 options above to Council on June 5 and gave a recommendation of option 2 above. After some feedback from area businesses, Council asked that A.I. meet with additional entities to garner feedback on these options. A.I. heard some of the feedback and asked bluespace to produce slightly different variations of option 2 in particular.

Bluespace complied and delivered the following final options for review. The firm still believes that the original option 2 is the strongest logo mark. Click here to see their additional logo variations document.

Revision Option 1 (Original Option 2)

Revision Option 2

This option is a slight variation of the one above it using a lower case “i” rather than upper case.

Revision Option 3

This option places the logo mark in the center of the verbiage rather than on top of the “I”.

Revision Option 4

Revision Option 5

Revision Option 6

Approved Logo

The Independence City Council approved the following logo as the official city logo mark.

Independence Branding Project – Positioning Statement

A positioning statement is a combination of words or a phrase that embodies who you are and what you stand for. Strong positioning for the City of Independence will connect with people on an emotional level to secure mindshare, while capturing the brand essence of “spirit” as outlined in the blueprint.

Absolutely Indee presented the following options to a focus group which helped narrow them down to a couple of recommendations for Council.

The following positioning statement options (Phase 2 of the branding project) for the City of Independence were presented to City Council on February 3, 2017. Council voted to approve Option 1 “Celebrate Our Spirit”.

Option 1

Option 2

Option 3

Option 4

Option 5

Click here for the bluespace positioning statement document.

Independence Branding Project – Research Findings

As many of you are aware Independence is experiencing challenges similar to those of other small towns across the country, it does however have many reasons to be optimistic about the future. With a unique history, a strong name an abundance of recreation opportunities, and numerous updated civic resources, Independence has the ability to distinguish itself in the minds of current and potential residents.

What will define Independence? How can Independence create a better experience for residents, businesses, and visitors?

Leaders in the community believe that defining a distinct identity will not only boost community pride, but also guide future community decisions and establish an effective marketing effort to residents, potential residents, and visitors.

bluespace creative offered an analysis of the brand and marketing efforts of Independence, Iowa, as well as a strategy designed to generate additional activity and interest in the community. This Level 3 Blueprint is a look at the most critical challenges facing Independence from a marketing and branding perspective.

Research provided by bluespace.

City Looking for Your Input on Independence Branding Initiative – Survey Deadline Extended to July 10

Announcement courtesy of bluespace creative

In February, the Independence City Council unanimously approved a community branding project for the City of Independence. Local volunteer group, Absolutely Indee, laid the groundwork three years ago when they began developing a marketing plan for the city. After researching other community branding projects and consulting agencies, Absolutely Indee reached out to bluespace creative, inc. to assist with the project. A brand communications agency based out of Denison, IA, bluespace creative focuses on brand strategy and experience.

The west-central Iowa agency, which represents over 300 clients in 35 states and nine countries, partners with regional businesses, as well as Fortune 50 companies. “We were pleasantly surprised when Absolutely Indee reached out to us regarding this opportunity,” said bluespace brand manager, Luke Vaughn. “It truly is a privilege to be considered for this project, and our team is ecstatic to have been selected by Absolutely Indee and the City of Independence.” The branding project will be broken out into two phases, with the initial stage slated to be completed in 21-30 weeks.

Phase One will focus on building a foundation for the new Independence brand, with Phase Two dedicated to implementation. Phase One begins with extensive research consisting of interviews, surveys, an audit of existing brand materials, and on-site immersive research. Once the bluespace creative team has acquired and analyzed this data, a brand assessment will be created, from which they will develop strategic marketing recommendations and brand assets for Independence that include, but are not limited to, a community positioning statement, logo, and brand guidelines.

At this time, Independence area residents and visitors have the opportunity to participate and contribute to the project by taking the community survey. “We definitely encourage everyone to participate in the survey,” said Vaughn. “Not only does this give the bluespace creative team the insight we need to be effective, but it also allows community members to offer their feedback, and strengthen their brand.”

branding-survey_05Everyone in the Independence community will have the opportunity to participate as the online survey will be distributed through multiple channels, including: posted flyers, newspaper print ads, and a utilities stuffer. For those that do not own a computer or have internet access, printed copies of the survey will be made available at Independence City Hall and the Independence Public Library. Take the survey today at:

All answers will remain completely anonymous, as a third party will be delivering the results to Independence. At the conclusion of the survey, respondents can enter a prize drawing for a chance to win a $50, $25, $15, or $10 gift card to a local Independence business.


For more information, interested parties may contact Independence City Manager Al Roder by emailing or calling 319-334- 2780.

Help spread the word!

Click here to download a flyer you can share with others containing the survey link.

Right Tribe

The world’s longest lived people chose–or were born into–social circles that supported healthy behaviors, Okinawans created ”moais”–groups of five friends that committed to each other for life. Research from the Framingham Studies shows that smoking, obesity, happiness, and even loneliness are contagious. So the social networks of long-lived people have favorably shaped their health behaviors.

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