#Community Development #Pekin #Marigold City

Pekin, Illinois Unveils Exciting New Brand Identity

The City of Pekin, nestled in Central Illinois, has proudly revealed its fresh brand identity, a significant step forward as the community marks its impressive bicentennial anniversary in 2024. With a population of approximately 31,731 residents, Pekin aspires to enhance its status as a premier destination for those looking to live, work, and visit.

This vibrant new branding, celebrated through a series of marketing initiatives over the next three years, aims to showcase Pekin's rich history, outstanding recreational opportunities, and affordable living conditions. The campaign is designed to not only attract new residents but also encourage business growth and investment in the area.

A Vision for Growth

According to Mayor Mary Burress, this new brand identity is essential for conveying the true essence of Pekin. “Our community is a wonderful place to live, raise a family, work, and enjoy the best of Central Illinois,” she remarked. This rebranding effort is part of a comprehensive marketing campaign that includes digital and print advertising, enabling Pekin to project its inviting message across various platforms.

The aim is to attract not just new residents but also residential and retail developers. Plans include reaching out to corporate and industrial businesses, with a focus on promoting the area’s quality of life, community resources, and economic opportunities. By boosting awareness of local employment options and enhancements to the community’s amenities, Pekin hopes to increase the number of residents and employees living and working within the city.

The Design and Elements of the Brand

The new branding will be incorporated into signage and apparel, manifesting through innovative marketing tools such as pole banners and downtown wayfinding signage. The revised logo features a stylized marigold, resonating with Pekin's nickname “The Marigold City,” symbolizing growth, resilience, and warmth. The colors chosen for the branding reflect the natural shades of marigold flowers, emphasizing warmth and approachability.

City Manager John Dossey highlighted the city’s diverse offerings, asserting that Pekin is more than just a small river town. “With a premier parks system, excellent education, and a reasonable cost of living, it’s the ideal place for families to set down roots,” he stated. This rebranding initiative aims to share the unique advantages that distinguish Pekin from other Midwestern locales.

Collaborative Efforts and Future Prospects

The City of Pekin worked alongside the Pekin Economic Development Advisory Committee and McDaniels Marketing, a veteran firm specializing in place marketing, to develop this new brand identity. This collaboration included engaging local stakeholders to garner feedback about existing perceptions of Pekin from residents and potential newcomers.

Through this data-driven approach, McDaniels Marketing has crafted a new logo, messaging, and even a tagline: “Your Place to Grow.” This tagline encapsulates the city’s vision of a flourishing environment for families and businesses alike.

Randy McDaniels, President/CEO of McDaniels Marketing and a lifelong Pekin resident, emphasized the importance of this project.