Heartland MPO is the primary regional transportation planning agency for the Anderson Urbanized Area, including the city of Anderson, the communities of Madison County, and the towns of Daleville and Fortville. As a metropolitan and regional planning organization, Heartland MPO identifies, plans, and awards funds for the transportation needs of communities within their service area, with the goal of improving residents’ quality of life through various improvement projects.
Heartland MPO recently changed their name from Madison County Council of Governments (MCCOG). Their old brand name had been an acronym that most people hadn’t heard of and didn’t understand, causing confusion for their audience. To complement their new name, Heartland MPO wanted a redesigned brand image to better express their role in the community. They wanted their new logo to appear clean, modern, and professional.
To rebrand Heartland MPO, our team needed to create a logo and a brand style guide for their new brand image that felt professional yet approachable. We first conducted preliminary interviews with members of the Heartland MPO team to uncover their differentiators, services, strengths, challenges, and audience. Our goal was to create a new logo that included a fresh color palette and a graphic element to communicate the work Heartland MPO does with natural environments and transportation.
Finally, to help kickstart the implementation of their new brand image, we provided brand identity touchpoints in the form of redesigned letterhead, social media profiles, email signatures, and business card design. By taking care of the admin work to recreate these elements, we helped the Heartland MPO team begin featuring their new brand image quickly and easily.
The outcome of the Heartland MPO project is a new brand image that clearly communicates the services, values, and tone for their brand in an attractive and professional way. The Heartland MPO team was pleased with their new logo and loved the color palette chosen. Having our team take on this project allowed their designers to focus on other important tasks and provided them with a fresh perspective from an outside company. Heartland MPO now utilizes their new brand image to transparently communicate who they are and what they do to their audience.
Client Testimonials
We designed a new logo was designed to portray Heartland MPO as a multidisciplinary business for transportation planning, landscape architecture, and data analysis.
We developed an in-depth brand style guide. This guide provided the Heartland MPO team with detailed examples of how best to implement their logo, mark, typeface, and primary and secondary colors in print and web applications.
We provided brand identity touchpoints in the form of redesigned letterhead, social media profiles, email signatures, and business card design to help kickstart the implementation of their new brand image.
The logo mark we developed was inspired by aerial photos of round-abouts creating directional paths that flow around a central leaf.