A Return to The Friendly City

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Overview

A refreshed look rooted in Ellsworth’s history, shaped by community input, and designed for today.

Ellsworth is returning to something familiar.

Our updated brand brings back The Friendly City, a phrase that has long been part of our identity and continues to reflect how people experience this community. This work is not about reinventing who we are, but about expressing it more clearly, consistently, and proudly. Charlie says it best, “as Maine’s fastest-growing city, we are seeing unprecedented business and residential development, and this refreshed identity helps us stay rooted in Ellsworth’s long tradition of community while preparing to welcome the residents, visitors, workers, businesses, and neighboring communities that rely on us as a home, a service center, and a destination for the Acadia and Downeast regions.”

Through community conversations and feedback, we heard a consistent message:
Ellsworth is defined by its people, its sense of connection, and its role as a welcoming place to live, work, and visit.

This updated brand reflects those values. It gives us a shared look and voice across all departments, helping residents and visitors more easily recognize and connect with the City.

What’s New

The refreshed brand includes:

  • A full set of City logos, including department and location variations
  • A consistent color palette and typography
  • Custom illustrations and icons inspired by Ellsworth’s character
  • A flexible system designed to work across print, digital, and signage
  • And CLICK HERE for all the details around Discover Ellsworth! Discover Ellsworth is your guide to experiencing everything our community has to offer. Whether you’re planning a visit, looking for a night out, a day of retail therapy, or simply looking for your next adventure, you’ll find information on local attractions, events, dining, shopping, recreation, and the people who make Ellsworth such a special place to live, work, and explore.
  • To City Councilors
  • Brand Guidelines
  • Icons and illustrations!
  • Looking Ahead ...
  • Media and Partners

  • May 12, 2026

    Dear Councilors,

    We want to provide you with a look at the City of Ellsworth’s updated brand and visual identity.

    This work represents a return to our historic identity as The Friendly City. Rather than reinventing who we are, the new brand reflects what we heard from our community and how we want to present Ellsworth moving forward: welcoming, connected, proud, and forward-looking while still grounded in our history.

    As you know, this work has been shared with City Council throughout the process, including presentations and discussions during recent Council workshops as the brand evolved. We also conducted a community survey to better understand how residents, businesses, and stakeholders see Ellsworth and what themes, values, and characteristics mattered most to them. Much of that feedback directly shaped the direction of this final brand package, helping ensure it feels authentic to our community and our future.

    Over the coming weeks, you will begin to see the new look gradually introduced across City communications, materials, and our website. This will be a phased rollout, not an overnight change.

    As part of this effort, we will soon have updated logos, PowerPoint templates, and other materials available for Council use. If there are specific items you would like or need for presentations, meetings, or community events, please feel free to reach out to Amy directly and she will be happy to help.

    We also ask that if you notice the previous brand appearing in places across City materials, signage, documents, or online platforms, please let us know so we can work to update it over time. That said, as part of our continued commitment to fiscal responsibility, we are not replacing signs, printed materials, or other assets solely for branding purposes. Instead, the new brand will be incorporated naturally as items require updates or replacement.

    Here you’ll find the Brand Guidelines, which outline proper logo usage, colors, fonts, and related standards.

    We hope you enjoy seeing the final product and the thoughtful work that went into creating it alongside our partners at Portland Design Co.

    Thank you for your continued support and for everything you do for the City of Ellsworth and our community.

    Amy and Charlie

  • As part of the City’s updated brand rollout, we have a formal Brand Guidelines document available for use. This guide helps ensure the City of Ellsworth is presented consistently across all departments, materials, and platforms moving forward.

    Inside, you’ll find approved logos, colors, fonts, examples, and usage guidance for print, digital, social media, apparel, and more. The document is designed to make using the new brand easy, clear, and consistent while reflecting the welcoming and professional identity of The Friendly City.

    Please use these guidelines as the standard for City communications and materials going forward. Questions or requests for assistance can be directed to Amy Kenney, Communications Director, akenney@ellsworthmaine.gov

    This resource is intended for City staff and partners working on behalf of the City of Ellsworth.

    Here they are:

    Ellsworth-Brand-Guidelines

  • Icons & Illustrations

    As part of Ellsworth’s updated brand identity, a custom set of icons and illustrations was created to help bring additional warmth, personality, and consistency to City communications. Inspired by familiar landmarks, landscapes, and scenes connected to Ellsworth, these elements help visually reinforce what makes our community unique.

    These graphics may appear across social media posts, website pages, flyers, presentations, signage, event materials, and other City communications. Whether used subtly as background accents or more prominently in promotional materials, the icons and illustrations help create a recognizable visual language that supports The Friendly City identity in a welcoming and approachable way.

    The hand-rendered City Hall illustration serves as a signature piece within the new brand and reflects one of the City’s most recognizable civic landmarks. Together, these design elements help strengthen consistency across departments while adding creativity and character to the way we communicate with residents, businesses, and visitors.

    If your department, organization, or community project would like to use one or more of the official icons or the City Hall illustration, please contact the Communications Director, Amy Kenney by email at akenney@ellsworthmaine.gov for approved files and usage guidance.

    Resources:

    The Friendly City Brand Guidelines

  • A Gradual Rollout

    This update will be introduced over time. As departments update materials, signage, and communications, the new brand will become more visible across the City. We’re taking a thoughtful approach, focusing on consistency and clarity, and making sure the transition works well for both staff and the public.

    Looking Ahead

    This is just the beginning. As the new brand takes shape across Ellsworth, it will support everything from everyday communications to larger projects that reflect who we are as a community – welcoming, connected, and full of pride.

    Because being The Friendly City isn’t just something we say, it’s something we live.

  • Members of the media and community partners looking for official City of Ellsworth logos or brand assets may contact the Communications Director, Amy Kenney at akenney@ellsworthmaine.gov for approved files and usage guidance.