City of Carlsbad
Full city branding, positioning strategy, design guidelines and website
 design. Bennett Peji Design developed cohesive standards for the City of
 Carlsbad brand design elements in order to communicate a clearly defined 
identity that enhances the image of the City’s government and services.



The identity is representative of the different departments and 
neighborhoods working together to achieve a higher quality of life as
 symbolized by the diamond. Four diamonds come together to form one larger diamond to represent the planning process.



The letter “C” has been rendered in a wave-like style that reflects the
 seaside location as well as movement and progress. Colors are representative of the nature inspired community of Carlsbad, a city by the sea. Blue reflects the ocean and the sky, beige is for the sand, green is
 representative for the foliage/greenery and brown is for the land, earth.