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Lake Forest unveils new citywide brand: 'Naturally Exceptional' and logo inspired by mountains and trees
Summary
City staff and consultant JPW Communications presented a new Lake Forest brand and logo based on resident research; council members praised the work and staff will return July 15 to discuss implementation details such as signage and banners.
Lake Forest city officials and JPW Communications presented a proposed citywide branding package on July 1 that city staff say is grounded in public research and aims to support economic development and tourism.
Assistant to the City Manager Nydia Ruelas said the branding effort began as a hotel-marketing project in the city strategic plan and was expanded after public input. The consultants described a brand narrative emphasizing deliberate growth, natural beauty and community character and unveiled the two-word tagline: "Naturally Exceptional."
"This concept honors the past and clears a path for the future," Ruelas said during the presentation. Jenny Windle of JPW Communications said the brand narrative is the "heartbeat" that will guide tone and visuals.
Designer Bailey Atkins showed the proposed logo, calling it a customized typeface that references the Saddleback Mountains and a visual mark that uses a cropped wood-grain motif with unfurling leaves to suggest "bold, healthy organic growth." The color palette draws on green, blue and gold themes that emerged from resident input.
Council members praised the work. Councilman Serbo said the rebrand will help position Lake Forest for future growth and business attraction. The presentation concluded with staff outlining next steps: a phased rollout across social media and departments, a public education campaign, and a July 15 council discussion specifically about implementation items such as street banners and signage.
No formal vote was taken; staff will return to the council with implementation details and cost estimates at upcoming meetings.
