Town of Cary
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To give our citizens every advantage in the increasingly competitive regional, national, and global marketplaces for securing the best jobs and opportunities today and for generations to come, the Town of Cary is undertaking its first major community branding initiative. The project includes hiring consultants to work with a Steering Committee – the Town’s Economic Development Committee – in uncovering the community’s brand identity and formulating a compelling brand strategy that positions Cary for increased success.
Project Update (Summer 2024)
We are thrilled to announce that Cary's "Live Inspired" tagline has officially received trademark certification from the United States Patent and Trademark Office! This milestone is significant achievement for Cary and a testament to the ongoing success of our branding initiatives. With this approval, "Live Inspired" joins our existing registrations: "Cary", "Cary Live Inspired", and "Cary North Carolina."
Project Update (Spring 2024)
This spring, Cary took a significant step in Cary’s rebranding initiatives with the launch of a new online store. This platform extends Cary's merchandise availability beyond our two existing in-person locations, and allows people to purchase branded merchandise from anywhere in the United States so they can represent Cary no matter where they reside! Our pricing philosophy is designed to align with cost or below, underscoring our commitment to affordability and availability. Visit the store and explore the collection at shop.carync.gov.
Project Update (Summer 2023)
This summer we created a branding microsite so everyone can learn about the messaging behind the marks, when and how they should be used, and obtain high-quality versions of the marks for use in the appropriate ways.
We have also curated an external storefront located in the Herbert C. Young Community Center and Cary Arts Center where citizens can purchase Cary branded merchandise. In the coming months, we plan to expand the in-person storefront to be available for online purchases.
Cary is now the proud holder of registered trademarks for the two versions of the new logo. These trademarks have been and will continue to serve as a symbol that identifies Cary as the source of the services it provides.
As of August 2023, Cary's logo is officially registered with the United States Patent and Trademark Office (USPTO). Cary’s trademarks now have additional legal protections and Cary has nationwide rights to them.
Project Update (Spring 2023)
The new logo has been placed on Town vehicles and additional assets will soon follow. We’ve also changed our domain from townofcary.org to carync.gov, which includes email addresses. This was an important update not only to maintain consistency with the new brand, but to bring another layer of authority, trust, and security for interactions online. The townofcary.org domain and email addresses will continue to work.
About the Cary Star
Some interested citizens have asked us, "Why a star?" Well, for thousands of years, stars have guided us in the dark. They're beacons of hope, wonder, and magic. Stars symbolize positivity and possibility, inspiring us all to strive for a higher standard. Cary is filled with shining stars, and Cary is a shining star in America.
Our star serves as a visual reminder for residents and businesses to dream of a better future for themselves and their communities. It communicates to visitors and guests that Cary is a place that reaches higher and lives inspired.
Project Update (Fall 2022)
The Cary Council formally adopted the community’s first official logo and tagline in February 2022.
The brand was announced and displayed at the Cary Chamber of Commerce’s 2022 Annual Planning Conference as part of the Mayor’s annual address to the group.
In August 2022, the logo and line were added to the Town’s digital assets, and other items such as uniforms and signage will be updated over the next year or so as part of regular business. Citizens can expect to see a mix of the Town seal and the new logo during the transition period.
Schedule
Summer 2017: Issue RFQ
The Request for Qualifications response period ended August 31, 2017. View the list of respondents.
View the RFQ, addendum 1, addendum 2, addendum 3, and addendum 4.
Fall 2017: Evaluation and Consultant(s) Selection
Background
Starting as a small, rural crossroads with a rich agricultural heritage, Cary, NC has evolved into a nationally recognized community of distinction. The arrival of the North Carolina Railroad in 1854 and the development of the Research Triangle Park in 1959 were both game changers for the region and for Cary. Over the last thirty years, the Town has attracted Fortune 500 companies, a series of high quality attractive residential developments, commercial growth, and community amenities that put it on the map. The Town’s population grew from approximately 8,000 residents in 1970 to more than 160,000 today. Cary is consistently ranked and recognized as one of the best mid-sized communities in the nation to live and work, find a home or start a business, and raise a family or retire.
Cary’s success is not a result of good fortune or happenstance, but rather the result of visionary planning and execution. In 2017, the Cary Town Council continued this course by adopting Imagine Cary, its 2040 comprehensive community plan to serve as a blueprint for achieving Cary’s sustained success as a premier community that continues to offer new opportunities to live, work, play, shop, and dine in the place we call home. The community branding initiative will be an essential part of actualizing Imagine Cary and keeping Cary great in a complex and unpredictable world.
The Economic Development Committee in December 2017 selected two finalists for in-person presentations, tours, and meet-and-greets in early 2018:
Each group was asked to complete a task related to the branding project for evaluation by the Town. Visits took place in March.
Contact
Susan Moran, APR Chief of Strategic Communications(919) 460-4951
susan.moran@carync.gov