City Logo Design

Union City is located on the eastern side of Northern California’s San Francisco Bay. Home to more than 70,000 people, Union City was seeking to attract new businesses and residents alike. To do that, they needed to improve public perception.

They wanted a new logo that celebrated their diversity, proximity to Silicon Valley, and potential for growth. The project would be 100% paid for through taxpayer payer funds so it was critical that the City use a process that would engage the entire community and ensure success for the project and elected officials.

We worked with the City Manager’s office to gather feedback from city personnel, leaders of the business community, leaders of the faith community, and residents. Using our Zooka 3Ps methodology we worked with them to understand the shared vision and values that made Union City a great place to live and work.

By clearly defining the brand’s core elements, in plain language that everyone can understand, we built a shared understanding of what the brand should be.

The pillars, personality, and promise of the Zooka 3Ps were used both to guide the designers and as a useful way to measure various logo concepts. The 3Ps process made it much easier to involve large groups of people – many of whom were not skilled in business or marketing.

The project was a resounding success serving to further unify residents, businesses, city officials, and the faith community.

Union City logo

The Zooka 3Ps™ Branding Process

Through a series of workshops and exercises, we work with stakeholders to explore your Pillars, Personality, and Promise.

Audience Analysis

We start with a workshop where we understand the needs and desires of your customer

Competitor Analysis

It is important to understand how your competitors position themselves – this ensures you can be unique and different

Pillars, Personality, & Promise (3Ps™)

The Core of our Methodology involves defining the brand values (pillars) and personality of your brand. This is more than that what and how of your company but WHY people should join your tribe. This culminates in a brand promise


Armed with a shared understanding of the 3Ps, we can proceed with the design

Union City logo

The Logo

The new logo incorporates the concepts of unity amidst diversity, innovation, and natural/open spaces. Woven bands of bold color overlap one another to create the unified shape of a “U” while the negative space of the white “U” shows the connectivity of the city’s key components as well as its connection to Silicon Valley.

Client Testimonial

We could tell right away that Zooka is off-the-charts creative. What really impressed me was the well-thought-out strategic approach to developing a brand - and then transforming it into marketing campaigns and programs.

We are VERY thankful to have found Zooka. I strongly recommend them.

Tony Acosta | City Manager ,City of Union City

Our experience with the team at Zooka has been fantastic. Branding is not a concept that is common in the government. Zooka brought us a process that was well thought out, tested, educational and helped us get to the core of who we are as a city. They provided great customer service, willing to go the extra mile to help bring critical stakeholders to consensus. At the end was a new city brand that we are thrilled with and that received an overwhelmingly positive response from the community.

We continue to hire them again and again. This is an extremely talented team that you can count on. I highly recommend them.

Lauren Sugayan | Assistant City Manager

Other Services

Zooka provides a complete set of integrated services to help brands drive awareness and sales. We combine strategy and creativity in a data-driven approach that generates amazing results.