City of Burlington splits from Chocolate City USA identity, new logo unveiled

The old is over and the new is over for the city of Burlington. They are rebranding and parting ways with the Chocolate City USA identity once coined by the popularity of Nestle chocolate factory637 S. Pine Street

The City of Burlington City Council has approved a brand and logo for the City of Burlington, Burlington, Wisc. August 16. The meeting was held in the Common Council Chamber, 224 E. Jefferson St. The agenda can be viewed by visiting this link.

Discussions about rebranding have been going on since 2020, when the Municipal Council approved a contract with GrahamSpencer, a branding company, to help rebrand. This change was facilitated by grant funding. The designers have put the finishing touches on the logo and the city will now begin the process of replacing the old logo.

The old logo featured an image of a skyline with the phrase “Chocolate City” and Burlington, WI.

The city turns to an image that represents life in the city of Burlington, while the community chooses to represent itself by showcasing its best attributes. The new brand and logo symbolize health, growth, Mother Nature, hope, peace, unity and more.

The meaning of the new City of Burlington logo

New City of Burlington logo and branding
  • The top of the leaf evokes quality of life: affordable and comfortable housing, accessible neighborhoods, a thriving economy and a friendly culture.
  • The left side of the leaf represents all the green things the citizens of Burlington value – the trees, the plants, the agricultural fields around us, our backyards, and growth and renewal.
  • The right side suggests the lakes, rivers and shores we share.

A detailed overview of what each pillar represents can be found on the the city website.

“Burlington is a small city where people can dream big and live their best life.”

City of Burlington Press release

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