The City of Fayetteville's brand provides a unifying theme and position as America's Can Do City, speaking with a single, unified voice. Development of the City's brand is grounded in extensive research and testing. Focus groups, user interviews and online surveys captured participant’s ideas and opinions. Key decisions regarding content and logo were based on feedback from the public.
The City of Fayetteville can push its identity into exciting new areas and can only make a positive impact where used consistently and correctly.
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While the seal is a symbol of authority, the City of Fayetteville logo is our way of showing we are human. The rebranded City logo was launched by the City of Fayetteville in December 2020.
The City seal is primarily used as a symbol of authority and reserved for use in an official capacity by the City Council. The City seal was adopted by the City Council in April 2022.
This seal can be used for reports to the City Council, official memos, letters, certificates and proclamations. The seal can also be used at City-related events (press conferences, ribbon
cuttings, groundbreakings, etc.) where the Mayor and City Council are present and participating.
The City seal cannot be used in conjunction with the City logo or City Departmental logos.
City of Fayetteville Flag
The rebranded City flag was adopted by the City Council in December 2021. The City's official flag is flown outside City facilities and City landmarks and inside City Hall in Council Chambers and administrative offices.
Can Do Carolina
The Fayetteville Cumberland Collaborative Branding Committee (FCCBC), comprised of Cumberland County, the City of Fayetteville, and representatives from community organizations, unveiled its strategic regional brand campaign, Can Do Carolina, in December 2020 that is designed to increase awareness and attract prospective residents and businesses alike.
FCCBC partners worked together to create a cohesive regional brand platform, linking multiple organizations including Cumberland County, the City of Fayetteville, Fayetteville Cumberland County Economic Development Corporation (FCEDC), The Arts Council of Fayetteville/Cumberland County, the Greater Fayetteville Chamber, Fayetteville Area Convention & Visitors Bureau and the Cool Spring Downtown District. These partners hope to quickly expand the brand to additional committee member organizations such as Vision 2026, the Tourism Development Authority, Cumberland County Schools and the Crown Complex.
FCCBC developed the new brand based on extensive market research, which included in-depth interviews and surveys with nearly 4,000 Fayetteville residents, visitors and civic leaders. The research helped define consumer perception, stakeholder vision and Fayetteville’s competitive position as a place to live and work. In this process, the FCCBC found that the core of our community is based on four pillars: We find a way, we care for one another, we protect the world, and we always go further. These pillars are the foundation of the region’s Can Do Carolina brand.
The new brand campaign and strategy will elevate Fayetteville and Cumberland County’s assets as a diverse community, its low cost of living, central location along I-95, patriotism and proximity to Fort Bragg, where roughly 7,000 military personnel transition out of military duty and into the workforce each year.
The community-wide branding platform has created a core identity for the region and is designed to allow each participating partner to tell its own unique story. Visually, the Can Do Carolina brand offers a bright new color palette that all community entities can incorporate in their rebrands. The regional logo includes the state of North Carolina with a star that marks the location of Cumberland County. The star, which has emerging beams, represents our vibrant community where anything is possible.
FCCBC’s next step will be to welcome all local organizations that want to take part in this
community-wide initiative by re-branding to align with Can Do Carolina. The FCCBC will provide brand guidelines, including a color palette and best practices for rebranding. FCCBC partners will strive to keep momentum of awareness by encouraging Cumberland County residents to share their personal can-do stories.
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