![[Flag of American Fork, Utah]](../images/u/us-utamf.gif)
image by Masao Okazaki, 15 September 2022
Last modified: 2022-10-22 by rick wyatt
Keywords: american fork | utah | utah county |
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image by Masao Okazaki, 15 September 2022
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The City of American Fork has a new flag. It is a city mark on a red cloth
https://www.americanfork.gov/DocumentCenter/View/12269/AFC_Style-Guide_Final_Spreads_No-Bleed
Valentin Poposki, 15 September 2022
American Fork City recently completed a comprehensive process for developing
a new logo and visual identity. Under the careful oversight of Mayor (Brad)
Frost and the City Council, the branding process included a thorough review of
the city’s history, input from residents, and consultation with local branding
experts. The new brand will help the city be more consistent and effective in
communicating American Fork’s unique value to citizens and businesses across the
state of Utah.
Branding Process
"The process began more than a year
ago with a review of current city brand assets and guidelines. The city also
conducted several brand assessment sessions with city residents, city staff
members, and elected officials. This early work laid the foundation for the new
brand and ensured that all branding work truly reflected the city’s history,
values, and meaning.
Work on brand visuals began with a broad review of
different styles and a comprehensive discussion of their fit with the city’s
personality. The city hired a local design firm with experience in city branding
to explore a variety of logo concepts, color palettes, typefaces, and other
brand visuals. The resulting brand assets have been incorporated into a formal
style guide, which carefully spells out the city’s new brand standards.
A
fork in the road represents a place of options and offers a sense of excitement,
adventure, convenience, and freedom. Our proximity to the lake, mountains,
numerous metropolitan areas, and key east-west and north-south corridors in Utah
County, make the “hub” a great symbol for American Fork. The city’s new brand
speaks to the centrality of American Fork, which serves as a hub of Utah County.
The new city logo is comprised of key visuals that celebrate the unique
features of the city, its history, and its location. The lines radiating from
the center of the logo represent wagon wheel spokes. This feature pays tribute
to American Forks’ pioneer legacy, while also emphasizing the city’s central
location as a hub of Utah County. The lines also double as light rays emanating
from a central sun. The mountains rising from the base of the circle represent
the peaks of the Wasatch Mountain Range, as well as American Fork Canyon and
other natural features of the surrounding environment.
American Fork is
one of only a few cities in the United States to carry the name of the nation.
The brand’s primary colors were inspired by the American flag and were carefully
selected to reflect the city’s deep-rooted sense of patriotism and pride.
Several accent colors were added to the brand palette to allow for visual
differentiation and interest. Other elements, including official fonts and
additional graphic elements, help round out the brand while giving the city
everything it needs to communicate in a more effective, professional, and
memorable manner.
We are proud of our heritage and our future. We feel
our new brand successfully captures both."
Source:
https://www.americanfork.gov/1041/Brand
The official typeface is
Termina by Fort Foundry and Freight Text Pro by GarageFonts.
Official
colors are:
Patriotic Red:
Pantone 186 ; CMYK C 13, M 100, Y 91, K 3 ; RGB
R 206 G 32 B 47
Patriotic Red (accent)
Pantone 187 ; CMYK C 23, M 100, Y
88, K 15 ; RGB R 170 G 24 B 44
Pioneer Blue
Pantone 294 ; CMYK C 100,
M 90, Y 29, K 19 ; RGB R 33 G 52 B 105
Pioneer Blue (accent)
Pantone 2766
; CMYK C 100, M 96, Y 36, K 38 ; RGB R 28 G 31 B 78
Warm Linen
Pantone
Warm Gray 1 C 20%
CMYK C 1, M 2, Y 2, K 0 RGB R 250 G 247 B 245
Warm Linen
(accent)
Pantone Warm Gray 1 CMYK C 15, M 14, Y 17, K 0 RGB R 215 G 209 B 203
![[Logo of American Fork, Utah]](../images/u/us-utamf-primlogo.jpg)
image located by Esteban Rivera, 16 September 2022
Primary logo: "The American Fork logo is the central element of the American
Fork brand. The primary version of the logo is a vertically stacked composition
comprised of a distinctive mark representing the Hub of Utah County, paired with
a custom-drawn logotype that embodies the strength, legacy, and uniqueness of
American Fork. Strict adherence must be paid in maintaining uniform design
characteristics that will allow for maximum brand recognition. Always use
authorized artwork. Precise, consistent reproduction of the logo is essential in
reflecting the personality of the brand. Careful use of the logo will reinforce
its importance and will help it to become a recognizable image. An easily
identifiable logo will build recognition for the city. The vertical lockup is
the primary version of the logo."
![[Mark of American Fork, Utah]](../images/u/us-utamf-mark.jpg)
image located by Esteban Rivera, 16 September 2022
Mark: "One of the main
identifying elements of the American Fork brand is the mark or symbol. It is
usually paired with the custom logotype, but it can be used on its own as an
abbreviated icon to represent the city. The isolated mark is especially
useful for instances where the logotype would become illegible due to size
restrictions, or certain formats where a concise, contained image is
necessary, such as a social media avatar or website favicon. The mark is
comprised of key visuals that celebrate the unique features of the city, its
history, and its location. Radiating from the center of the circle are the
spokes of a wagon wheel that converge at a central point. This pays tribute
to American Fork’s pioneer legacy while also emphasizing American Fork’s
central location as the “Hub of Utah County.” The spokes also double as light
rays that emanate from a central sun. Mountains rise from the base of the
circle, representing the peaks of the Wasatch Mountain Range, as well as
American Fork Canyon and other natural features of the surrounding
environment".
The primary logo (image:
https://www.americanfork.gov/ImageRepository/Document?documentId=12270,
source: https://www.americanfork.gov/1041/Brand) features the mark and the
logotype below with the date 1853 to commemorate the date of incorporation,
June 4, 1853 (source:
https://en.wikipedia.org/wiki/American_Fork,_Utah). It
can be used in black and white, as well as color (above mentioned colors).
Source: "Style Guide" (https://www.americanfork.gov/DocumentCenter/View/12269/AFC_Style-Guide_Final_Spreads_No-Bleed) dated June 2020.
Esteban Rivera, 16 September 2022
![[City logo]](../images/u/us-utamf-logo.gif){kind=logo}
image located by Paul Bassinson, 22 January 2020
Source:
https://pbs.twimg.com/
Paul
Bassinson, 22 January 2020
