We’re thrilled to announce the official launch of the new community brand for Watford City! After months of collaboration and valuable community survey input from our residents, the City partnered with The Good Kids, a Bismarck-based brand agency known for their work on the official North Dakota state icon & local projects The Merc @ Long X and Living in McKenzie County, to create an identity that captures the unique spirit and exciting future of our community. This new brand guide, which includes a refreshed logo and a powerful message, reflects who we are today: a place of “Rooted Innovation”—where our warm, rugged authenticity meets bold, forward momentum.
The new brand visually embodies this spirit, replacing the current logo with a design that points toward the future. It’s built on the values you shared with us, including Innovation, Collaboration, Sustainability, Adventure, and Growth. This project isn’t just about a new logo; it’s about building a consistent, shared narrative for our city. The official new tagline, “Where Freedom Meets Fulfillment,” encapsulates our vision of maintaining a high quality of life while nurturing local creativity and fueling bold business growth for every generation.
Illuminating Our Identity: The Meaning Behind the Logo
The new logo is designed with deep intention, rooted in our community’s character and landscape. It combines a rugged bold wordmark with an iconic symbol that represents both our heritage and our future.
The central icon is a visual metaphor for the city, incorporating three key “light” concepts:
- The Street Lamp: This symbol is a nod to Watford’s staple downtown lamp post that leads the way and welcomes folks in. It represents a strong downtown community , as well as the powerful industries that thrive here, and most importantly, it lets citizens know they are home.
- Explosive Light/Sunset Energy: The bright, star-like energy in the center is symbolic of the explosive sunset energy that creates momentum and innovation. It represents our city’s innovative spirit, leading the way for other communities to follow.
- Rugged Landscape: The surrounding negative space in the icon is a subtle nod to the rugged landscape of our area.
The full logo’s letters also contribute to the overall message: the rugged bold wordmark and the mirrored angles within the text add a sense of forward momentum.
This new identity is truly a community effort. We believe it reflects the remarkable story of Watford City, a place which grew from a quiet prairie stop to one of the fastest-growing micro communities in the U.S. by defying expectations. We’re excited for this new chapter and encourage everyone to rally around this shared vision. The new brand guide is an official tool for the City, ensuring that every time we communicate, we are presenting a unified, proud, and forward-looking image of our home.
We invite you to explore the new brand elements and use this identity with pride. This is your brand, and it is designed to help us share the story of a resilient community where progress is powered by its people.
For questions related to using the city brand, or media inquires, please contact Brock White, Marketing & Communications Coordinator, whitebrock@nd.gov.