Evanston, Illinois is located on Lake Michigan directly north of the city of Chicago. Downtown Evanston commissioned the team of PJD and The Lakota Group (urban planners) to conduct a branding study aimed at creating an identifiable brand and brand strategies to promote and sustain Downtown Evanston as an active, attractive and economically viable mixed-use downtown center. Extensive research was conducted prior to developing the logo and tagline. From the research we established key attributes of the area to be: diverse, urban neighborhood, exciting, cultural, easy, unique, connected and the connector. This formed the basis for the logo and tagline development.