Columbia, South Carolina was watching the landscape of city visual identities around them change drastically. Fading away were the overly complex illustrated marks developed centuries ago by some old guy with a fountain pen. Their existing seal no longer felt like an accurate representation of where they were headed. They needed a change. What started with a deep dive into understanding the core of how they wanted to be positioned led to a complete overhaul of their visual identity. Deliverables included a logo, color palette, font pairing, brand guidelines, and 38 department logos.