"Lowell is a new name for progress."
Northwest Arkansas (NWA) is a metropolitan area and region encompassing four of the ten largest cities in the state: Fayetteville, Springdale, Bentonville, and Rogers. As the home of three Fortune 500 companies—Walmart, Tyson Foods, and J.B. Hunt Transport Services, Inc.—and the University of Arkansas, NWA boasts a booming economy, an abundance of employment opportunities, a diverse population, and progressive attitudes. The region also offers a variety of activities and entertainment, including Arkansas Razorback sports games, the Walmart Arkansas Music Pavilion, Crystal Bridges Museum of American Art, and the Razorback Regional Greenway (a 38-mile primarily off-road paved trail connecting NWA’s major cities). Despite rapid urbanization, NWA cherishes its natural beauty and outdoor recreation and has protected about half of its land from deforestation. With three state parks, a 44-square-mile lake, and nine rivers, the region accommodates an array of outdoor activities such as hiking, mountain biking, rock-climbing, camping, canoeing, kayaking, floating, swimming, fishing, and more.
Lowell, Arkansas is a smaller city in NWA that has begun to experience growth of its own. The four principal cities of the region form a rectangle, and Lowell is conveniently located right in the center of it, no more than a 15-minute drive from any of NWA’s major employers or attractions. Its ideal location, abundant housing, affordable cost-of-living, and close-knit community have made Lowell a popular commuter town in the region. As a result, the city felt the need to rebrand not only as a city of convenience but as a great city to live in.
The City of We.
With some emphasis to the “we” in “Lowell,” an apt phrase is made apparent within the logotype: “The City of We.” The expression concisely conveys Lowell’s values as a close-knit community and comes across as welcoming and friendly to newcomers.
Peaceful, Friendly, & Vibrant.
The typography and color palette complement those of NWA’s principal cities while also differentiating Lowell as its own entity.
The primary typeface, Dustin, is informal, approachable, and fun. These characteristics are complemented by the rigid professionalism of the secondary typeface, Alesand.
As for the color palette, light and dark blues are present in the visual identities of each of the four principal cities, but the orange sets Lowell apart. The light blue and orange are complementary colors, creating visual vibration and exciting the eye. However, these colors are not only complementary visually, but in terms of their meanings as well. Blue elicits feelings of peace and competence, while orange is associated with friendliness, joy, and excitement.