ELLSWORTH, Maine — Notice anything different about our letterhead? We hope so. The City of Ellsworth is introducing an updated brand identity that reflects both its history and future, centered around a familiar and meaningful phrase: The Friendly City. The City’s updated look represents a return to a long-standing identity that continues to resonate with residents, businesses, and visitors alike.
“Returning to The Friendly City identity is about much more than bringing back a familiar phrase,” said City Manager Charlie Pearce. “It represents what I have loved most about serving this community: Ellsworth is a city with growing economic and regional importance, but it remains approachable, welcoming, and connected. 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.”
The refreshed identity includes a new set of logos, typography, colors, and graphic elements that draw inspiration from Ellsworth’s character and sense of place. The design reflects themes of community, connection, and civic pride; values reinforced through community input and ongoing conversations with City Council. Residents will begin to see the updated brand appear across City communications, including the website, printed materials, and signage over time.
“We heard repeatedly through community conversations and survey feedback that people value Ellsworth’s sense of connection, downtown character, and welcoming nature,” said Amy Kenney, Director of Communications. “This updated identity reflects those themes in a way that feels both familiar and forward-looking. The colors, typography, icons, illustrations, and overall tone of the brand were intentionally designed to feel warm, approachable, and reflective of Ellsworth itself. Beyond the visual update, this work helps create a more consistent and approachable communication system across City departments while giving us tools that are easier to use across digital, print, signage, and community materials. We’re excited to begin sharing this new look throughout the community in a thoughtful and gradual way.”
This is not a situation where everything across the City will be replaced overnight. Existing materials and signage will continue to be used where appropriate, and the updated identity will be incorporated gradually over time as items naturally need updating. The City remains committed to being thoughtful and fiscally responsible in how the rollout is implemented.
The project included much more than a single logo. In partnership with Portland Design Co, the City received a complete branding system including department and location logos, typography, color standards, icons, illustrations, accessibility guidance, templates, and usage standards designed to create consistency across City communications for years to come.
For more information, visit https://www.ellsworthmaine.gov/a-return-to-the-friendly-city/
