The Overarching Durham Brand
Purpose of the Overarching Brand
The overarching brand captures the character and personality of Durham in a way that is both integrated and consistent with how residents perceive the community and that is attractive, persuasive, and deliverable to external audiences. It provides a unifying framework through which all messengers can present Durham in a consistent and compelling voice as a place to live, visit, relocate and grow businesses, pursue education, and seek health care.
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Signature Elements of the Overarching Brand
The star symbol captures Durham's brand essence, in which five creative people join to form a star. In doing so, their synergy forms additional stars,symbolizing great things. Stars are the universal symbol for excellence, ambition and achievement. 
The bold colors reflect the community's celebration of diversity and creative expression.
Special thanks to: Total Destination Management
