WELCOME

Since you are holding this guide and reading these words, we’re trusting you with High Point’s very identity: the High Point brand.

A brand is not simply a logo. For us, a community’s brand embodies a set of values, principles and actions that shape a place and draw people to it. Our brand is about creating an environment where everyone is encouraged to think big, take risks and express their creativity. By doing so, we can transform our community and inspire others to love it, too.

In the pages that follow, you will find guidelines, rules and tips that will help you tell our story, realize our vision and reinforce our brand. While we can’t predict every situation, brand execution or implementation, this guide will refine your approach.

We are excited to welcome you to our community, whether you are a new staff member, an outside designer or one of our fantastic partner organizations. Thank you for helping us achieve our goals and tell the world about High Point. Welcome to High Point.

Introduction