The City of Alamogordo Utilities Department plays a vital role in delivering essential services to the community—spanning water, solid waste, and more. When tasked with designing a new brand identity, our goal was to create a logo system that embodies public trust with an authoritative nature, communicates confidence, and reflects the department’s environmentally conscious values.

After learning more about the department’s goals and current challenges, we developed a identity that unites several departmental divisions under one visual umbrella, reinforcing the message that while they serve in different capacities, they operate as one solid team. The logomark draws on natural elements paired up with solid and strong line quality to symbolize sustainability and reliability—key values for the team.

The final identity system includes:

• A bold primary logo that inspires authority and trust.

• Division-specific lockups that maintain consistency while allowing for clear categorization.

• An environmentally-inspired color palette and type system that balances professionalism with approachability.

• Visual patterns and logo usage guidelines designed to maintain integrity across print and digital platforms.

With clarity, confidence, and cohesion at the forefront, this refreshed identity helps the Utilities Department better communicate its commitment to the people and the environment.