Brand Guide

Our Principles:

• We value everyone, embracing the diverse faces and facets of our city and people - offering opportunity, a voice, and a seat at the table for all.
• We are resourceful, and strong, harnessing the full potential of our city and people to pave the way to a bright, promising future.
• We are grounded, upholding timeless traditions of authenticity, goodness, and kindness, while always aspiring, innovating, and advancing toward progress and prosperity.
• We lift each other up, supporting and empowering one another's individual and collective growth.
• We nurture opportunity, creating space for new possibilities and boldly welcoming what's next.

Logos

Pursuant to municipal law, City logos are exclusively used for official City business such as City communications, merchandise, facilities, signage, events, and services unless written consent is granted by the Communications & Marketing department.

The "Flying W" is our symbol signifying official city operations and services. Our employees wear it with pride as we work to provide exemplary service to our residents, but in addition, it's used in our official communications in many ways. As employees of the City of Waco, we are all brand ambassadors.

Our city's logo family is comprised of three logos, each representing our city best in different contexts.