World Business Chicago Unveils New Logo and Visual Identity


World Business Chicago – creating extraordinary impact through equitable and inclusive economic development – unveils new logo and visual identity

Reimagined visual identity adopts a more inclusive and sustainable use, displaying the passion, commitment, and excellence for business in Chicago

CHICAGO, July 12, 2021 // — World Business Chicago (WBC), the city’s public-private economic development agency,  announced the launch of its new logo and visual identity. At the heart of this launch is better alignment with the organization’s mission to drive inclusive economic growth and job creation, support business, and promote Chicago as a leading global city.

“We’ve lived through extraordinary times in the past year. As a result, our work has shifted to meet the inherent challenges and opportunities, and our mission to drive equitable and inclusive economic development matters more now than ever before. This presented us with the opportunity to evolve the logo and visual identity to be more reflective of our work driving equitable and inclusive economic development” said Michael Fassnacht, President & CEO, World Business Chicago, Chief Marketing Officer, City of Chicago. “Today’s reboot of our logo, visual identity, and positioning is an illustration of our enhanced value proposition and our quest to become the best economic development organization in the world.”

World Business Chicago’s in-house marketing team helped design the new logo and the core visual elements including a more modern, crafted identity. WBC Board Chair, Mayor Lori E. Lightfoot, joined Vice-Chair, Melody Hobson and President & CEO, Michael Fassnacht, to present the new brand identity to the organization’s board of directors in early June. The new logo incorporates business as a bold, forward-facing element coupled with the city star to signify the essence of business in Chicago. The reimagined color palette combined with the new variable font is creative, multi-faceted, future-facing, and modern.

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