The City of York

Community Branding & Identity

In the heart of the Midwest, where open skies meet at the crossroads of north, south, east, and west, York, Nebraska stands as a symbol of connection and possibility. The iconic hot air balloon, raised high on the water tower, reflects the community’s spirit—grounded in tradition yet always looking upward. York is a place where you can take off, explore new horizons, and find your own path. The hot air balloon on the water tower is more than a recognizable symbol. It’s a reminder to the York community to stay grounded in their roots and rise above the ordinary.

The City of York Logo
BEFORE

The City of York Logo
AFTER

Internal Communication

The City of York partnered with UNANIMOUS to establish a unified and adaptable verbal identity that brings clarity and cohesion to internal communications across all city departments. Our goal was to ensure the City of York sounded as strong and aligned as it looked—grounding every message in shared purpose, vision, and values. Through the development of a custom internal communications guide, we created a framework to streamline messaging and unify how the City of York communicates from the inside out.

A refined mission and vision, clearly defined brand values, a distinct voice, and detailed audience personas were developed. These elements work together to authentically reflect York’s commitment to public service and community connection. The result is internal communication that builds trust and reinforces the City of York's long-term goals.

External Messaging

UNANIMOUS developed messaging that brings clarity, consistency, and confidence to every external communication. The brand voice guides all outward-facing content to ensure messages are informative and engaging, reflecting the community’s spirit. Key messages were crafted to highlight York’s strengths, celebrate its progress, and invite people to connect with the city in meaningful ways.

At its core, the external communication strategy was designed to increase recognition, foster trust, and establish stronger connections with residents, visitors, and partners. Every word and image works together to position York as a vibrant, welcoming city that’s proud of where it’s been—and excited about where it’s going.

Brand Story & Tagline

The City of York's brand story ties the past to the future. UNANIMOUS created a narrative to tell their story—acknowledging the city’s heritage while setting the stage for continued growth and progress. The story begins over 25 years ago when a group of visionary locals decided York needed something distinctive to set it apart. While many towns leaned into their agricultural roots, York adopted a memorable and aspirational symbol. The colorful hot air balloon, though not a common sight on the plains, perfectly captures the city’s spirit—bold, uplifting, and forward-thinking.

To complement their story, we crafted a concise and meaningful tagline that captures the City’s unified voice. It serves as a clear, consistent reminder of York’s purpose and direction, both internally and throughout the community.

Rise above the ordinary.

Branding & Logo Design

Just like its community, the City of York brand is colorful, clean, and full of history. From the beginning, the goal was to create an identity that felt unmistakably York—something compact and catchy, yet rich with meaning. During the discovery phase, words like happy, curious, positive, and cool kept rising to the top. Those insights helped guide a design approach that captured York’s personality with confidence and energy.

At the heart of the visual identity is the iconic hot air balloon. Long recognized as a community landmark, the balloon became more than a symbol—it became a rallying point. It represents lift, exploration, and the ability to rise above the ordinary. In the logo, this imagery feels both familiar and refreshed, paying tribute to the past while setting a bold course for the future.

"I really appreciate how you were able to take our input and feedback into our current brand, both pros and cons, and come back with something that we all loved. The new look and feel really helps the City of York to set the tone as a thriving community that is continuing to evolve."

The City of York

Terri Carlson

Department-Wide Visual Identity

The City of York’s visual brand is built for clarity, cohesion, and connection. Each element was crafted to be flexible, scalable, and easy to use—ensuring communications from every city department feels intentional and aligned. This unified system empowers The City of York to show up with consistency and pride—whether it’s vehicle graphics, brochures, or community events.