For the past 40 years, the City of East Peoria has utilized the familiar red and blue “EP” for its logo. To be sure, it has served the City well in its representation. However, in that same 40 years, the City has evolved and has become a regional destination for area residents, as well as tourists from outside of the area. Our leaders have embarked upon a series of redevelopment projects – each more complex and expansive than the previous one. Projects like Town Centres 1 & 2, East Port Marina, Eastside Centre, the Riverfront, and Bass Pro are all a part of this list. Most recently, the Levee District is a brownfield redevelopment which represents well over $100M in public/private investment. And there’s more to come!

Given this progress, the City Council decided to turn its attention to the City’s brand and hire a consultant that specializes in community branding - North Star Place Branding + Marketing - to conduct a thorough review of the East Peoria Community Brand. This effort included numerous stakeholder interviews, feedback from those outside of the area, and most importantly, input from our residents. All of this information was compiled and utilized to develop a new community brand that embodies of the hard work done so far, as well as what the City aspires to accomplish in the future.

All of this takes us to the new brand. Throughout all of the feedback the North Star team received, a number of themes came through. As expected, the direction of “East” is very prominent. Themes of community, prosperity, innovation, and exploration came through leading to the tagline of ”East to Excellence”. The colors found in the “E” are by design. Our area offers tremendous opportunities as well as some of the most beautiful scenery in the Midwest. The colors represent the tree-lined bluffs and the river that defines our community. 

Over the course of next several months, you will start to see more of the City brand in a variety of locations. You can imagine pretty standard places where you might see it – City letterhead, business cards, website, etc… but there are many other locations, as well. These include City vehicles, gateway and way-finding signage, City shirts and hats, and many others.

We’re excited to present this new brand to the public as it represents the input of not only our residents and our business stakeholders, but it also represents our accomplishments and future endeavors. The future is bright for the City of East Peoria!