CITY REBRANDING

PRESENTED BY ORISH THANKGOD

ABUJA BRAND IDENTITY

THE HERAT OF NIGERIA

BRAND

GUIDELINE

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

GRAPHIC DESIGN GRDE501

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ABOUT BRAND

General information Brand history Case studties Swot analysis Target audience

BRAND DNA

General information Core values Personality traits Cultural roots Geographic and visual identity Differentiators

BRAND STRATEGY

General information Vision and mission values Brand voice Brand archetype Brand tagline and slogana

BRAND ESSENCE General information Culture Green color Eneryg Strength/ Unıty

BRAND DEVELOPMENT General information Brand storming and mood board Concept and idea development

VISUAL IDENTITY General information Logotype logo sketches Logo development fonts Brand key logo color palette clear space incorrect usage Mockups

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ABOUT BRAND General information Brand history Case studties Swot analysis Target audience 2

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.

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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.

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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.

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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

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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 Low recognition unlike Lagos Over dependence on the government limiting private sector growth

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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

preneur

Values: Adventure, cul-

ness in a city that offers high life and economic stability

Needs: A city with di-

pact, collaboration, and l growth.

destinations that is rich in cultural experiences, and peaceful environments.

tural exchange, and personal growth.

verse cultural heritage, freedom, and a welcoming environment for tourists.

Why Abuja: Abuja of-

fers a mix of natural beauty, and cultural landmarks.

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

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Persona 2 young professional Name: john, 46 Occupation: Tech entreGoals: building a busi-

Values: social im-

Needs: Access to a

growing entrepreneur system

Why Abuja: Abuja of-

fers is a city for young professional and startups

BRAND DNA

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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.

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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.

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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.

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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.

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GEOGRAPHIC & 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.

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DIFFERENTIATORS 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.

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BRAND STRATEGY

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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.

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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

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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.

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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.

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

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BRAND TAGLINE AND SLOGANA The heart of Nigeria

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BRAND ESSENCE

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General information Culture Green color Eneryg Strength unity

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

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

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

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

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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.

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BRAND DEVELOPMENT General information Brand storming and mood board Concept and idea development 29

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

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BRAIN STORMING natural textures, traditional patterns, bold colors, community spaces, modern touch

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MOOD BOARD

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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,

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VISUAL IDENTITY 34

General information Logotype Photography usage Mockups

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

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LOGOTYPE

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logo sketches Logo development fonts logo color color palette clear space incorrect usage

LOGO SKETCHES Land mark, Aso rock, National mosque

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LOGO DEVELOPMENTS

Eagle-Strength

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Map of Abjua

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Logo

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FONTS

EXO FONTS EXO FONTS THE HEART OF NIGERIA 39

BRAND KEY COLOR-GREEN

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LOGO

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COLOR PALETTE

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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 43

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.

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❌ Do not place the logo on busy ❌ Do not use all black color or low-contrast backgrounds.

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Do not use unapproved colors.

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Do not distort or stretch the logo

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Do not outline the logo.

❌ Do not alter the text or font.

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❌ Do not rotate or flip the logo.

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❌ Do not add effects. ❌ Do not use the logo on clashThe logo should be flat and clean ing brand colors.

MOCKUPS

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