Hagerstown, MD City Branding

The City of Hagerstown is located in the panhandle of Maryland. Founded in 1739, this historic city has always been a center of transit and culture for the semi-rural western Maryland region. With a population of almost 45,000 in the city proper, Hagerstown is the anchor for the greater Hagerstown metropolitan area in the heart of the Appalachian Valley. The distinct topography of the area gives character and shape to the city and its neighborhoods, formed by ridges of Stonehenge limestone that were used to build many of the older buildings, bridges, and fences in the city.

Hagerstown is home to one of the most diverse populations in western Maryland. They also know that their history and actions have not always been accepting and inclusive of people from different cultures, lifestyles, and life circumstances. A major objective for the rebranding was to use it as a communication tool to shift perceptions and highlight their focus on fostering inclusivity to build a stronger community.

One of the roles of the brand is to help organize, focus, and highlight the distinct advantages of the community. Hagerstown doubled down on its pride in diversity as presented through its bold new identity. This colorful mark interprets the themes of inclusivity, grit, arts, and culture found in Hagerstown, presented through a woven and imperfect circular graphic treatment. Separate, irregular shapes work together to form a singular ring to encompass Hagerstown’s solid yet unique typographic treatment. The shapes in the circle represent the diverse city population and have a physical connection to stonework seen throughout the city–articulating Hagerstown’s drive to work together to build community. The slightly chiseled font for “Hagerstown” feels modern while also nodding to a classic, historical type that encapsulates a city steeped with history while boldly forging a new path.