To rebrand Saint Augustine, We Are Charette first had to gain a strong understanding of what sets Saint Augustine apart in order to capture its essence. The next task was to create a symbol that would communicate those qualities. The goal of the design was to represent and signify the unique characteristics of Saint Augustine in a way that would appeal to all audiences.
The final identity was chosen from a series of three different concepts. The three concepts each had their individual strengths and were polled by 140 Saint Augustine employees, residents, and visitors. We Are Charette also met with the city commissioners, including the mayor of Saint Augustine, and the city archeologist to choose the strongest concept. After winning the majority vote and approval by 4 out of 5 city commissioners, the new identity was chosen.
The logo chosen is a modern update to the classic city crest. It depicts a contemporary Castillo de San Marcos with a representation of the water below. The typeface used evokes the city's history, while the terra cotta and red colors reflect Saint Augustine's Spanish heritage and aquamarine imparts ocean cues. The new identity will work towards building a reputation of the city through advertising, merchandise, signs, banners, the web, etc.
We Are Charette is a development and design studio founded by Saint Augustine residents, Jeff and Emily Charette, in 2009. The studio is located in the the heart of downtown Saint Augustine and consists of a skilled team of developers, designers, and thinkers. The company believes in using a collaborative design approach in order to solve problems quickly and comprehensively.