The Heart of the Treasure Coast
Based on the research , we heard some common themes about what makes Port St . Lucie special . From that the brand statement emerged that Port St . Lucie is the “ Heart of the Treasure Coast .”
• A family-and friend-oriented community
• Safe , clean and beautiful
• A place with natural beauty
• The largest city between Orlando and Miami
The logo , color palette and typography are visual representations for the organization ’ s brand . With the research as a foundation , the team developed a logo of a sandhill crane . It features the shape of a heart discretely embedded in the crane ’ s feathers to represent Port St . Lucie ’ s place as the Heart of the Treasure Coast .
The sandhill crane , a bird found prominently across the region , was selected because of its connection to traits such as natural beauty and a family-friendly environment that are associated with Port St . Lucie . The crane in the City ’ s logo is boldly looking forward to the future as PSL grows and evolves .
Our new brand identity helps tell the story of what makes the City of Port St . Lucie special and why it ’ s a great place to live , to do business and to visit . It helps people understand what the City represents and what they can expect from our community .
Perhaps most importantly , it was created from the voices of people who know Port St . Lucie best , allowing us to create a shared vision of the City we call home .
North Star Ideas visits Tradition Preparatory High School to include students in a focus group to gain insight on the identity of Port St . Lucie .
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