SOURCE: The Bloomfield Group

August 21, 2006 09:00 ET

The Bloomfield Group Designs New Brand for the City of Lake Elsinore

City's New Slogan Encourages Residents to "Dream Extreme"

MISSION VIEJO, CA -- (MARKET WIRE) -- August 21, 2006 -- The City of Lake Elsinore, Calif. is launching a new identity campaign under the logo and tagline "Dream Extreme." Designed by the Bloomfield Group, Inc., a strategic marketing and design firm located in Mission Viejo, Calif., the new brand is currently being implemented into City marketing and will be prominently featured and explained by Mayor Robert Magee during Lake Elsinore's annual State of the City event, beginning at 5 p.m. on Aug. 31, at the Lake Elsinore Diamond Club at Diamond Stadium.

Personally invested in Lake Elsinore in a number of ways, George Bloomfield, President/Creative Solutionist of the Bloomfield Group, has wanted for many years to help enhance the City's image within the Inland Empire.

Finally, Bloomfield got his chance and for a period of over five months, the Bloomfield Group worked with an Advisory Panel selected by the City in developing both a logo and slogan for the City. Following in-depth research and critiquing, the slogan was created through spontaneous inspiration, but several different logo designs were tested. However, when the group first viewed the chosen artwork displayed along with the slogan, they all knew it was a perfect fit -- and would be difficult for the City Council to reject.

"'Dream Extreme' is about taking what is to what can be," Bloomfield explained of the number of definitions the two simple words articulated. "Everyone has a dream, a driving goal for the future. 'Dream Extreme' is a call to achieve your highest and best." Furthermore, the word "extreme" applies to the area's geography and climate, as well as the popularity of adrenaline-pumping sports and tremendous population growth.

"This re-branding campaign is an important step toward bringing the City's public image up-to-date with current growth and quality of life opportunities," said Mark Dennis of the City's Manager's office. "As the City's Information/Communications Manager, I am thrilled with the new logo and slogan, and am excited to transition from the initial creative phase into broad implementation," which will include display ads, collateral materials, uniforms, vehicles, entry monuments and street signs.

Dennis also praised Bloomfield for his dedication to the project. "George Bloomfield lends strong professional leadership and personal devotion to this highly visible re-branding campaign," Dennis said. "I am consistently impressed by the creative and strategic solutions George and the Bloomfield Group bring to the table."

"I can't express the pride I am feeling as I see plans developing for each new branded application," said Bloomfield. "Lake Elsinore is truly an amazing city. My sincere hope is that the City's new brand represents the heart and soul of Lake Elsinore, now and in the decades that follow. I hope the brand helps the City to realize its greatest 'Dream Extreme.'"

The Bloomfield Group is currently formulating the City Identity Standards and Guidelines (CISG) manual, a document outlining usage recommendations and restrictions associated with the new brand assets. More in depth than a standard CISG, the Lake Elsinore CISG will be an important implementation tool that includes departmentalized name systems for each unique letterhead, form, pamphlet, logo, decal, etc., all valuable assets to assist the City's staff in easily integrating the brand into daily operations.

About The Bloomfield Group

Founded in 1993, the Bloomfield Group utilizes the latest digital technology for graphic design, illustration and other innovative commercial print and web services. Providing "right brained marketing for a left brained world," the boutique firm delivers a spectrum of creative marketing solutions to clients throughout Southern California and around the world. For more information, call (949) 837-5113 or visit the Company's Web site located at

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