Kirkland's new tourism branding: Water. Colors. Everything.

Kirkland-Water-Color-Everything The City of Kirkland has a new tourism branding logo. The new image depicts a sailboat with the word Kirkland and the strapline, “Water.Colors.Everything.” At the March 2 Kirkland City Council meeting, the council approved the new branding for the city following a presentation by Ellen Miller-Wolfe, Economic Development Manager.

On February 9, 2010 the Lodging Tax Advisory Committee (LTAC) met and recommended that the City Council adopt a new logo and strapline for the Tourism Program.


Based upon the recommendation of the LTAC, the City contracted with the branding firm of NorthStar Destination Strategies, Nashville, Tenn. in February, 2009 to update the logo and strapline, and also to recommend a color palette as well as applications and strategies for disseminating the new Kirkland brand. During the first phase of the project, NorthStar met with stakeholders that included Council, the Lodging Tax Advisory Committee (LTAC), pertinent Boards and Commissions, hoteliers, retailers and others involved in the Kirkland’s tourism offering. NorthStar also studied the relationship of Kirkland to its neighboring communities - specifically what distinguishes Kirkland from these other locales. NorthStar identified the demographic of the average Kirkland visitor and the reasons given for their trip – some of this data coming from leads (people seeking more information about Kirkland) that the Tourism Program receives monthly from Sunset Magazine.


The logo, depicting a sailboat with the word Kirkland and the strapline, “Water.Colors.Everything.”, is based on NorthStar’s finding that not unsurprisingly, the main draw for Kirkland is the waterfront, and additionally, Kirkland is known as a getaway with a unique ‘art vibe.’ Please find attachments of the logo, strapline and some possible applications. The logo and strapline will be utilized on the rebuilt exploreKirkland website as well as in all print collateral materials and advertisements.

What do you think?

The staff memo to council is available for download at