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American Fork, Utah (U.S.)

Utah County

image by Masao Okazaki, 15 September 2022

The flag
The logo

See also:

The Flag

The City of American Fork has a new flag. It is a city mark on a red cloth https://www.americanfork.gov/DocumentCenter/View/12269/AFC_Style-Guide_Final_Spreads_No-Bleed
Valentin Poposki, 15 September 2022

American Fork City recently completed a comprehensive process for developing a new logo and visual identity. Under the careful oversight of Mayor (Brad) Frost and the City Council, the branding process included a thorough review of the city’s history, input from residents, and consultation with local branding experts. The new brand will help the city be more consistent and effective in communicating American Fork’s unique value to citizens and businesses across the state of Utah.

Branding Process
"The process began more than a year ago with a review of current city brand assets and guidelines. The city also conducted several brand assessment sessions with city residents, city staff members, and elected officials. This early work laid the foundation for the new brand and ensured that all branding work truly reflected the city’s history, values, and meaning.

Work on brand visuals began with a broad review of different styles and a comprehensive discussion of their fit with the city’s personality. The city hired a local design firm with experience in city branding to explore a variety of logo concepts, color palettes, typefaces, and other brand visuals. The resulting brand assets have been incorporated into a formal style guide, which carefully spells out the city’s new brand standards.

A fork in the road represents a place of options and offers a sense of excitement, adventure, convenience, and freedom. Our proximity to the lake, mountains, numerous metropolitan areas, and key east-west and north-south corridors in Utah County, make the “hub” a great symbol for American Fork. The city’s new brand speaks to the centrality of American Fork, which serves as a hub of Utah County.

The new city logo is comprised of key visuals that celebrate the unique features of the city, its history, and its location. The lines radiating from the center of the logo represent wagon wheel spokes. This feature pays tribute to American Forks’ pioneer legacy, while also emphasizing the city’s central location as a hub of Utah County. The lines also double as light rays emanating from a central sun. The mountains rising from the base of the circle represent the peaks of the Wasatch Mountain Range, as well as American Fork Canyon and other natural features of the surrounding environment.

American Fork is one of only a few cities in the United States to carry the name of the nation. The brand’s primary colors were inspired by the American flag and were carefully selected to reflect the city’s deep-rooted sense of patriotism and pride. Several accent colors were added to the brand palette to allow for visual differentiation and interest. Other elements, including official fonts and additional graphic elements, help round out the brand while giving the city everything it needs to communicate in a more effective, professional, and memorable manner.

We are proud of our heritage and our future. We feel our new brand successfully captures both."
Source: https://www.americanfork.gov/1041/Brand

The official typeface is Termina by Fort Foundry and Freight Text Pro by GarageFonts.

Official colors are:
Patriotic Red:
Pantone 186 ; CMYK C 13, M 100, Y 91, K 3 ; RGB R 206 G 32 B 47
Patriotic Red (accent)
Pantone 187 ; CMYK C 23, M 100, Y 88, K 15 ; RGB R 170 G 24 B 44

Pioneer Blue
Pantone 294 ; CMYK C 100, M 90, Y 29, K 19 ; RGB R 33 G 52 B 105
Pioneer Blue (accent)
Pantone 2766 ; CMYK C 100, M 96, Y 36, K 38 ; RGB R 28 G 31 B 78

Warm Linen
Pantone Warm Gray 1 C 20%
CMYK C 1, M 2, Y 2, K 0 RGB R 250 G 247 B 245
Warm Linen (accent)
Pantone Warm Gray 1 CMYK C 15, M 14, Y 17, K 0 RGB R 215 G 209 B 203

image located by Esteban Rivera, 16 September 2022

Primary logo: "The American Fork logo is the central element of the American Fork brand. The primary version of the logo is a vertically stacked composition comprised of a distinctive mark representing the Hub of Utah County, paired with a custom-drawn logotype that embodies the strength, legacy, and uniqueness of American Fork. Strict adherence must be paid in maintaining uniform design characteristics that will allow for maximum brand recognition. Always use authorized artwork. Precise, consistent reproduction of the logo is essential in reflecting the personality of the brand. Careful use of the logo will reinforce its importance and will help it to become a recognizable image. An easily identifiable logo will build recognition for the city. The vertical lockup is the primary version of the logo."

image located by Esteban Rivera, 16 September 2022

Mark: "One of the main identifying elements of the American Fork brand is the mark or symbol. It is usually paired with the custom logotype, but it can be used on its own as an abbreviated icon to represent the city. The isolated mark is especially useful for instances where the logotype would become illegible due to size restrictions, or certain formats where a concise, contained image is necessary, such as a social media avatar or website favicon. The mark is comprised of key visuals that celebrate the unique features of the city, its history, and its location. Radiating from the center of the circle are the spokes of a wagon wheel that converge at a central point. This pays tribute to American Fork’s pioneer legacy while also emphasizing American Fork’s central location as the “Hub of Utah County.” The spokes also double as light rays that emanate from a central sun. Mountains rise from the base of the circle, representing the peaks of the Wasatch Mountain Range, as well as American Fork Canyon and other natural features of the surrounding environment".

The primary logo (image: https://www.americanfork.gov/ImageRepository/Document?documentId=12270, source: https://www.americanfork.gov/1041/Brand) features the mark and the logotype below with the date 1853 to commemorate the date of incorporation, June 4, 1853 (source: https://en.wikipedia.org/wiki/American_Fork,_Utah). It can be used in black and white, as well as color (above mentioned colors).
Source: "Style Guide" (https://www.americanfork.gov/DocumentCenter/View/12269/AFC_Style-Guide_Final_Spreads_No-Bleed) dated June 2020.
Esteban Rivera, 16 September 2022

The logo

image located by Paul Bassinson, 22 January 2020

Source: https://pbs.twimg.com/
Paul Bassinson, 22 January 2020