The City of Rauma has published a brand guide that includes a revised visual guide. The previous graphic guide, with its various extensions, has been in use for more than ten years, and has updated to support the goals defined in the strategy. The update has emphasised the roots and existing strengths of Rauma’s identity.
– The brand guide is an important tool for profiling and building a municipal image of the city and is also part of the marketing development programme being prepared. We have clarified the tone of voice of the City of Rauma, the core messages of the brand, and the colours and images in the material. Through the brand manual, the values defined in the strategy also guide the practical implementations of marketing and communications, Communications Manager Raija Lehtorinne says.
The guide serves the city’s employees and elected officials, as well as communication professionals and partners.
The brilliance of the City of Rauma with visual choices
Visual guidance is used to create external coherence and recognisability for marketing and communications. In particular, the accessibility of the materials has been taken into account in the design.
– The updated look is familiar and safe for Rauma residents, as well as something new that suits their identity. The brilliance of Rauma is reflected in its historical culture, strong and impressive business life and enchanting nature, whose sea and forests provide vitality for residents and businesses, Lehtorinne says.
The visual world highlights Rauma’s strengths: homelike character, traditions, good life and functional everyday life, the vitality of companies, and the atmosphere of nature and the sea.
The colour scheme is based on the Rauma coat of arms and the sea. The blue-yellow stone base of the colour identity has been supplemented with color palettes. The maritime aspect of Rauma has been highlighted more strongly in the update. The city’s gate logo has been upgraded to a sail that reflects the forward movement in accordance with the strategy. The sail logo is designed by Kari Riikilä, the city’s communications specialist.
The updated look will be introduced gradually as the materials are updated. The electronic implementations and the renewed resident magazine will be visible to the city residents already during the spring and summer. The material in the brand manual can be downloaded from the city’s website at rauma.fi/brandguide and in the photo bank at rauma.kuvat.fi.
The brand manual has been implemented with the marketing partner of the City of Rauma, Kumppania Oy.
The City of Rauma Brand Guide (In Finnish)