County Executive Page Unveils New County Branding

County Executive Dr. Sam Page unveiled Saint Louis County’s new logo and branding at today’s State of the County address.
“The logo serves as a cohesive symbol of Saint Louis County, bringing our brand tagline “Opportunity Central” to life,” Dr. Page said. “Our region’s population has been stagnant for decades. We can’t compete against ourselves. We must work as one. We want the Austins, the Nashvilles, and the other metro regions that have done a fine job of branding themselves to know that we see you, but we are also competing with you.”
This new branding will have a number of wide-reaching effects. It will give a stronger and more consistent voice for all county governmental agency communications. It will more effectively promote Saint Louis County as a desirable destination for visitors, businesses and future residents alike. And it better represents the current values of the county while positioning us well for the future.
The new logo for the county combines two, traditional St. Louis elements: The first is a fleur-de-lis, a nod to our area’s French history and heritage. The second element is this woven circle design. This represents the Missouri, Mississippi and Merman rivers that border our county, but it also speaks to the partnership between the government and its people, the county and its municipalities, as well as the balance of work and life. It’s a reminder that only through collaboration can Saint Louis County continue to move toward prosperity.
Paired with our new county logo is a new county slogan: Opportunity Central. This line speaks to the many possibilities the county holds for people of all kinds. It serves as an invitation for businesses to come and thrive, a call for families to make their homes here or a destination for visitors to come to relax, learn, eat, play and more.
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