CITY REBRANDING by orish

PRESENTED BY ABUJA GRAPHIC DESIGN

ORISH THANKGOD BRAND IDENTITY GRDE501

GUIDELINE BRAND

CITY OF ABUJA NIGERIA BRAND MANUAL ---- ROOTED IN NIGERIA’S UNITY, SHAPED BY EVERY VOICE. ABUJA RISES AS THE CAPITAL OF CULTURE, PEACE, AND PROGRESS

General

ABOUT BRAND

General information

Brand history

Case studties

Swot analysis

Target audience

GENERAL INFORMATION

Abuja is located in the centre of Nigeria, within the Federal Capital Territory (FCT). Abuja is a planned city, and was built mainly in the 1980s. It officially became Nigeria’s capital on 12 December 1991, replacing Lagos, though the latter remains the country’s most populous city.

This brand repositions ABJUA as a forward-looking, culturally rich, and sustainable destination. The goal is to elevate the city’s image locally and internationally.

BRAND HISTORY

The land now called Abuja was originally the south-western part of the ancient Habe (Hausa) kingdom of Zazzau (Zaria). It was populated fore centuries by several semi-independent tribes. The largest of the tribes was Gbagyi (Gwari), followed by the Koro and a few other smaller tribes.

CASE STUDIES

Branding approach

Abuja is the capital state of Nigeria, it is a planned city, known for its modern infrastructure and cultural heritage

Case studies 1 -Learning from “I ❤ NY”

In the 1970s, graphic designer Milton Glaser designed the ubiquitous logo for a tourism campaign. The message resonated with New Yorkers and people from around the world. It was a love letter to New York, a city unlike any other in the world.

Attracted tourism, economic growth and civic engagement

Is an iconic global brand and is still in recognition after decade

People use it as a template to build their brand

Case studies 2- “I Amsterdam”

As the commercial capital of the Netherlands and one of the top financial centres in Europe, Amsterdam is considered an alpha-world city. The city is the cultural capital of the Netherlands. Many large Dutch institutions have their headquarters in the city.

Global recognition

Increased tourist visits

Economic growth

SWOT ANALYSIS FOR ABUJA

Strengths

Planned city

Cultural diversity

Security and stability

Green area (Millennium Park, Jabi Lake, and Aso Rock)

can serve as tourism opportunities

International meeting place

Weakness

low entertainment and night life unlike Lagos

High cost of living

Low recognition unlike Lagos

Over dependence on the government limiting private sector growth

Opportunities

Tourism development

International event

Business and tech hub

Threats

Competition from Lagos

Economic uncertainty. Political instability- limited to protests.

TARGET AUDIENCE

Persona 1 tourist

Name: Mary, 25

Occupation: Travel

Blogger

Goals: Exploring new destinations that is rich in cultural experiences, and peaceful environments.

Values: Adventure, cultural exchange, and personal growth.

Needs: A city with diverse cultural heritage, freedom, and a welcoming environment for tourists.

Why Abuja: Abuja offers a mix of natural beauty, and cultural landmarks.

It is a city where visitors can explore Nigeria’s rich history and a peaceful environment.

Persona 2 young professional

Name: john, 46

Occupation: Tech entrepreneur

Goals: building a business in a city that offers high life and economic stability

Values: social impact, collaboration, and l growth.

Needs: Access to a growing entrepreneur system

Why Abuja: Abuja offers is a city for young professional and startups

BRAND DNA

General information

Core values

Personality traits

Cultural roots

Geographic and visual identity

Differentiators

GENERAL INFORMATION

Abuja’s DNA is rooted in its role as Nigeria’s capital, a city designed with intention, unity, and forward-thinking ideals. It embodies the country’s diversity, modernity, and ambition, blending tradition and progress. Abuja’s expansive landscapes and growing creative scene reflect its inclusive, purpose-driven, and symbolic nature.

CORE VALUES

Abuja, Nigeria’s Federal Capital Territory, promotes unity among diverse ethnic, religious, and cultural backgrounds. It values Progress and Peace, promotes harmony, tolerance, and collaboration, and prioritizes sustainability through green planning and hospitality.

PERSONALITY TRAITS

Abuja, a city known for its unique blend of formality and friendliness, is a political and administrative hub in Nigeria, characterized by its organized structure, clean environment, and beautiful landscapes.

CULTURAL ROOTS

Abuja, a Nigerian city, is a cultural hub that embodies the diverse ethnic tradition of its indigenous people, showcasing the nation’s rich cultural heritage through various celebrations and arts.

GEOGRAPH-

IC & VISUAL

IDENTITY

Abuja, surrounded by natural landmarks like Aso Rock and Zuma Rock, boasts a unique architectural blend of modernist styles and symbolic structures like the National Mosque and National Christian Centre.

DIFFERENTIA-

TORS

Abuja, the capital city of Nigeria, stands out on the African continent for its strategic infrastructure, renowned for its calmness, security, and cleanliness, setting it apart from Lagos.

BRAND STRATEGY

General information

Vision and mission

values

Brand voice

Brand archetype

Brand tagline and slogana

GENERAL INFORMATION

Establishing key elements, such as visuals, brand personas, a positioning statement, messaging, and exploring ways to build a loyal customer base.

It ensures consistency in message across tourism, governance, investment, and community engagement platforms.

VISION AND MISSION

vision

To become a globally recognized model and attract tourist around the wotld

mission

To celebrate our culture while designing a thriving, and good future for all who live in or visit Abuja

VALUES

Resilience: Our history and people are defined by their ability to rise and rebuild.

Community: We are built on shared spaces, shared stories, and shared futures.

Innovation: We embrace modern solutions to solve real city challenges.

Sustainability: We honor our environment and commit to mindful urban growth.

BRAND VOICE

The voice of Abuja is:

Warm: Approachable and Cultural

Bold: Proud of its culture, Informative: Clear and honest in communication.

Youthful: Energetic, creative, and forward-thinking.

BRAND ARCHETYPE

According to this message the Abuja logo should communicate enjoyment, freedom and power. EXPLORER

BRAND TAGLINE AND SLOGANA

The heart of Nigeria

BRAND ESSENCE

General

Eneryg Strength

GENERAL INFORMA-

TION

The brand essence captures the emotional and sensory core of the city.

CULTURE

An expressive blend of heritage, music, language, fashion, and food.

GREEN COLOR

The signature green represents renewal, sustainability, and the city’s lush landscapes.

ENERYG

The spirit of the city is lively, collaborative, rhythmic, and constantly changing.

STRENGTH & UNITY

Abuja, Nigeria’s capital, represents unity in diversity while encouraging innovation, endurance, and cultural growth. It functions as a neutral ground, and a symbol of national unity.

BRAND DEVELOPMENT

General information

Brand storming and mood board

Concept and idea development

GENERAL INFORMATION

This chapter explored visual language, tone, and key themes..

BRAIN STORMING

natural textures, traditional

patterns, bold colors, community spaces, modern touch

MOOD BOARD

CONCEPT AND IDEA DEVELOPMENT

The visual and conceptual development of the brand wii be inspired by Abuja’s iconic landmarks and its unique landscape.

Logo Inspirations: The logo draws from Abuja’s architectural and land marks Aso Rock: A symbol of strength and permanence, it anchors the identity in geography and power.

National Mosque: Represents faith, unity, and cultural harmony, Modern Infrastructure: Expresses progress, intention,

VISUAL IDENTITY

General information

Logotype

Photography usage

Mockups

GENERAL INFORMATION

brand consistency and visual representatıon. foucing on logo development and identity togther with mockups

LOGOTYPE

logo sketches

Logo development

fonts

logo color color palette

clear space

incorrect usage

LOGO SKETCHES

Land mark, Aso rock, National mosque

LOGO DEVELOPMENTS

Map of Abjua

THE HERAT OF NIGERIA

EXO FONTS EXO FONTS

THE HEART OF NIGERIA

BRAND KEY COLOR-GREEN

THE HERAT OF NIGERIA

COLOR PALETTE

THE HERAT OF NIGERIA

CLEAR SPACE

A minimal amount of open space must always be maintained around the Abuja logo in order to keep its visual clarity and impact. This means that the logo will always be readable, clear, and stand out from anything else on the website or screen.

The height of the letter “A” in the logo wordmark determines the necessary clear space. The top, bottom, left, and right sides of the logo should all use this dimension, often known as “X,” as the smallest separation from any other graphic element, picture, or edge.

All forms, including print, digital, signs, and retail, must adhere to this buffer zone.

Text, pictures, or other design

INCORRECT USEAGE

To maintain the integrity, clarity, and consistency of the Abuja brand, the logo must never be altered or misrepresented. The following examples highlight common mistakes to avoid when using the logo.