Telling Auburn's Story

Starting in fall 2023, the City of Auburn embarked on a research-driven, community-wide branding initiative to uncover Auburn's relatable and unique identity. The process aimed to establish a brand that resonates with those who call Auburn home along with those scattered across the globe with ties to the Auburn family.

The Process

This in-depth exercise began with research. We met with community members from all facets of the community through focus groups, one-on-one interviews and community outreach efforts, culminating in an anonymous survey. More than 2,000 people participated in the process, giving us valuable insights into how people feel about our community and what Auburn means to them. We also strategically reached out to regional communities to understand external perceptions of Auburn.

All of this input was used to piece together new branding elements that capture the unique ideas and imagery that reflect Auburn as a community.

Over the course of the project, a creative committee worked to develop a new brand identity for Auburn using the following steps:

RESEARCH: Uncovering perceptions, attitudes and what’s unique about Auburn through research inside and outside of the community.

CREATIVITY: Transforming that data into compelling creative tools that tell the Auburn story in ways that resonate with residents, visitors, businesses and other members of the Auburn family.

ACTION: Integrating the new brand into the City’s marketing and communications methods and the fabric of the community as a whole.

The Outcome

The new brand is a tool to help tell Auburn’s story. It’s a tool to share the warmth and hospitality of the Auburn family. It’s a tool to help convey what makes Auburn such a special place.

Moving forward, the brand will be used to help make City services more visible and recognizable. Updating and implementing the brand will take place over time, allowing us to make changes as existing materials, signage and equipment need replacing.

About the Logo

The iconic tree reflects a key connection point between the community and the college. Auburn has deep roots in tradition and community, and the tree symbolizes growth, stability, and a connection to its natural beauty and history. The bold, clean typography conveys confidence and a forward-thinking spirit, blending modernity with Auburn’s timeless charm. Additionally, the subtle curved line beneath the tree hints at Auburn’s landscape, reinforcing its identity as a "bright spot of growth" in Alabama.

About the Strapline

The tagline "Easy to Love. Hard to Leave." perfectly encapsulates Auburn’s warm, welcoming atmosphere while highlighting the deep emotional connection that students, residents, and visitors form with the city. The phrase "Hard to Leave" emphasizes Auburn’s lasting impact, making it a place where people not only visit but also put down roots. This balance of immediate charm and enduring appeal makes Auburn attractive for tourism, community pride, and long-term business investment.

Frequently Asked Questions

How will the brand be implemented?

The new brand is now appearing on the City’s website, print materials, signage, apparel and social media. Over time, the previous branding will be phased out, and the new brand will replace the former logo and brand. Particularly with physical applications of the brand, this will occur as items that contain the brand need to be replaced.

Are a brand and a logo different?

A brand is not a logo or a tagline. A brand is a set of ideas and images that set an expectation of what our community is about. Our brand is our unique story.

Is this an advertising campaign?

No. While the new brand may be used in a variety of areas to share the story of our community and advertise certain elements of the City, this effort is not an ad campaign. This initiative’s purpose is to give Auburn a clear and defined brand as we continue our communication and outreach efforts.