Branding Monroe

Monroe_WA_logo_fullcolorCity's new brand launched April 2025

We are excited to announce the launch of our new brand! Our brand reflects our quality of life, culture, history, and landmarks that make Monroe unique. The new brand logo combines imagery of a mountain range and the Vaux’s Swift, Monroe’s official bird which is celebrated for its annual return to the brick chimney at Frank Wagner Elementary School. The bird flies upward, symbolizing forward thinking and optimism. The converging angles echo the shape of Monroe’s scenic Lewis Street Bridge and the convergence of the Skykomish and Snohomish Rivers.

On March 25, the City Council unanimously approved brand guidelines which include new logos, fonts, color palette, and design elements.

The initiative to update the City's logo came out of the robust public engagement process to create a community vision for Monroe - Imagine Monroe. Many thanks to the individuals and groups who were a part of the branding and visioning processes who gave us valuable input and support.

This new brand voice and logo replaces "The adventure starts here” tagline and the starburst logo that was adopted by the city in September 2011.

View City of Monroe's Brand Guidelines (April 2025)

Community BadgesCommunity Badges

Community badges are available for use by and for the Monroe community! Inspired by our city’s vision, “Imagine Monroe,” each of the nine badges reflects the values that make Monroe a welcoming and connected place to live, work, and visit.

  • Imagine Monroe
  • Belong Monroe
  • Made In Monroe
  • Gather Monroe
  • Natural Monroe
  • Lively Monroe
  • Friendly Monroe
  • Local Monroe
  • Connect Monroe

Whether you're a resident, business, or local organization, you're invited to use these badges to celebrate community spirit and showcase your connection to Monroe. To get started, complete the Use of City Logo/Badges Request Form. Questions regarding the use of the City brand should be directed to Liam Mckorkle, Executive Department, at 360-794-7400. 


Background

In October 2022, the City hired JayRay a marketing firm out of Portland to build a new brand voice and logo based on the city’s vision statement “Imagine Monroe”.  The new brand voice (the tone and tenor of our communications) and the logo are the result of over two years of work including an online survey with over 1,000 responses; 9 one-on-one interviews with business owners; 2 focus groups with 21 total attendees; 2 languages – English and Spanish for surveys, phone interviews, and focus groups; and two workshops with 10 brand “ambassadors” representing diverse community experiences.

Key themes that emerged included small, welcoming, friendly, rural, close proximity to the outdoors, sense of community, and safe.

Using the information, from the survey, interviews, and focus groups, JayRay completed a “brand audit” and a research report in May 2023.  The team developed the city’s three “Ps:”

  1. Personality (friendly, supportive, natural, inviting, playful, and vibrant), MTW Brand Update
  2. Position (where proximity and community converge), and 
  3. Promise (vibrant living, meaningful experiences). These were presented to council in August 2023.

In March 2024, JayRay presented six alternative logo designs to the city council.  The preferred alternative was shared with city boards and the planning commission and further refined into the final logo that is consistent with the city’s new gateway signs.

JayRay then developed a brand “architecture” to adapt the logo for tourism, city government, residents, small businesses, and economic development.  The brand architecture was presented to the City Council in August 2024.

What is Branding

BrandingThe Adventure Starts Here is more than just a logo; it touches every aspect of the City’s visual representation and how the City describes itself. The City’s current brand, including its logo and slogan “The Adventure Starts Here” was adopted in 2007 following a branding effort focused on Monroe as an adventure sports destination. But this logo and tag line may no longer resonate with residents or represent the city’s new vision statement, Imagine Monroe, and all that Monroe is today.Monroe Logo

Community identity and pride are important aspects of the Monroe community. Our updated brand should be reflective of the core values and key themes identified in Imagine Monroe, as well as other strengths and assets identified through community input and engagement. Our brand should be a point of pride for our residents and businesses, and resonate with visitors.