Downtown Identity

This is Downtown Johnstown, Johnstown Downtown Identity Project logo that includes multicolored peaks

Project Goal

Our goal is to partner with the downtown Johnstown business and property owners to create a brand that reflects the character, sense of place, and vision for the future of downtown Johnstown, and a wayfinding plan that raises awareness of downtown Johnstown and helps people locate destinations within the downtown area.

Project Schedule & Deliverables

The Downtown Branding & Wayfinding Plan will kick-off in June of 2022 and continue through Spring of 2023. During the first project phase, we will work with the Johnstown community to create a brand identity for the historic downtown district. During the second project phase, we will use the finalized brand identity to create wayfinding designs that help direct people to the downtown district and other community amenities.

Design Process

  • Create a Downtown Johnstown identity package, including a responsive logo and brand 
  • Design signage that helps direct residents and visitors to Johnstown destinations
  • Develop an implementation plan that outlines the costs and resources needed to implement the new Downtown Johnstown identity package and signage designs
     
Project Timeline Graphic explained by the text above.

We will be participating in and hosting a number of community events throughout the project.

Check back here for a complete list of locations as we add them!
June 4th: BBQ Days Learn More (add hot link)
June 4th through July 2nd: Online Community Survey 
July 19th: Downtown Businesses Field Trip (More info coming soon)

“What’s the big idea?”
The Downtown Johnstown Branding & Wayfinding Vision & Approach
The Downtown Johnstown Branding & Wayfinding Plan is a community-driven process that will help the historic downtown district tell its story and raise awareness of its amenities and special places.  Through this planning and design process, we will:

  • Engage with the Johnstown community in an equitable and meaningful way
  • Help celebrate the history and character of Downtown Johnstown
  • Create marketing and promotional materials that will help promote the historic downtown core of Johnstown

“What is a community brand?”
A community brand identity creates a consistent message and platform that can be used to market a place.  For the Johnstown Branding & Wayfinding Plan, the new brand will create an identity package for the historic downtown that can be used to promote and celebrate the district.  A successful community brand accurately represents the values and character of a place, and helps tell a compelling story to visitors and community members.

“What is the purpose of a Downtown Johnstown brand?”
The new downtown brand and identity package will help support the economic success of the downtown through a package of marketing materials that include things like a new logo, tagline, and marketing plan.  The identity package will allow the historic downtown district to speak with one consistent and compelling voice, and help the district compete for visitors and businesses.

“What is community wayfinding?”
A wayfinding program helps a community communicate with people who are unfamiliar with a place.  Wayfinding helps welcome visitors through signage, gateway features, and other built elements that act as guides to keep people from getting lost or misdirected, or makes them aware of destinations that might be hard to find.  Great community wayfinding creates a positive visitor experience, and encourages people to stay longer and do more in a place.

“Why does Johnstown need community wayfinding?”
Johnstown’s historic downtown district can be hard to find, and there are other Johnstown community destinations that visitors (and even some residents!) may not be aware of.  The new community wayfinding will raise awareness of Johnstown’s special places and districts, and help inspire people to visit and enjoy these important community amenities.

“What is the project schedule?”
The Downtown Branding & Wayfinding Plan will kick-off in June of 2022 and continue through Spring of 2023.  During the first project phase, we will work with the Johnstown community to create a brand identity for the historic downtown district.  During the second project phase, we will use the finalized brand identity to create wayfinding designs that help direct people to the downtown district and other community amenities.

“What will this project produce?”
The final Branding & Wayfinding Plan will include a series of documents and deliverables, with lots of input from you!  The project deliverables will include:

  • Project Goals & Engagement Strategy
  • Existing Conditions & Document Review
  • Brand Discovery Book
  • Strategic Brand Platform Book
  • Downtown Brand Identity Package (logo, tagline)
  • Brand Marketing & Implementation Plan
  • Wayfinding Context Analysis & Wayfinding System Report
  • Wayfinding Designs & Location Plan
  • Wayfinding Quantities & Cost Estimates

“What do we need from you?”
In order to authentically tell the story and celebrate the character of Downtown Johnstown, we need to understand the things that you value about the downtown, what you think is special and unique about your community, and how you’d like to see Johnstown grow and redevelop over time.  We also need to know your ideas for what would make the downtown a more compelling place to visit, and what places in the overall community are hard or confusing to access.  The more you share your perspectives on the things that make up the heart-and-soul of Johnstown, the more successful the new downtown branding and wayfinding will be.  

“How can I get involved?”
The project website will be updated throughout the project, and contain links to community surveys, outreach events, workshops and presentations.  Short project summaries will be included in the monthly Johnstown community newsletter, and periodic updates will be posted to the Town of Johnstown’s Facebook page. If you’d like to sign up for the community newsletter, please add your name and contact information by clicking the link above. 

Let’s stay in touch!  Here’s how to find us.

Sign up for the Town's Monthly Newsletter to get updates on the Downtown Branding & Wayfinding Plan! 

We need your ideas! Click here to submit your project questions, ideas, or to have a member of our team connect with you.  We look forward to hearing from you!