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Washington County Officials Launch New Logo, Mission and Vision
New branding comes after months of strategic process

On February 15, Washington County officials unveiled a new mission, vision, values, logo, slogan and color scheme at the Old Courthouse. The announcement merged the history of the county with the new branding. The County hired EPIC Creative of West Bend to develop the new brand identity and surveyed the community on logo and tagline options late last year.

First, the mission, vision, and values were developed through an in-depth strategic branding process. The logo itself includes a picturesque Washington County horizon with the sun representing a new, prosperous age for our region. The clean line work symbolizes the commitment to business and community as the County simultaneously developed new values outlining these commitments. Most will recognize the iconic, rolling Kettle Moraine hills within the brand.

According to EPIC Creative, the design elements in the new logo are directed at businesses, residents, and visitors, which is why the design was based on feedback throughout the strategic branding process.

The slogan, "Discover. Connect. Prosper." strives to tie the community together by discovering our county's natural beauty and rich heritage, connecting with each other, and prospering together with a strong business and education climate.

The elements feature:
• Structure, opportunity and heritage;
• an outside rectangle representing the structure, security and heritage we're built on;
• a sun representing opportunity and a bright future; • a green path that point forward; and
• Rolling hills and trees showcasing the nature and Kettle Moraine landscape of Washington County.

"It's important to have an identity, it's important to show that identity to the public we represent," said Don Kriefall, County Board Chair. "Even though we're not the biggest county in Wisconsin, we're the most innovative county in Wisconsin."