McHenry County Branding

Focus Group Testing

Thank you very much for your feedback on the Visit McHenry County brand project. Through our work with McHenry County stakeholders and firsthand experience in the region, we have crafted the following brand positioning and brand promise statements, logo and slogan concepts for final testing.

Please read the Brand Positioning and Brand Promises before viewing the additional materials. Make a note of whether these concepts truly reflect the spirit of McHenry County and whether they will motivate others to visit, live or work in McHenry County.

Once you’ve made your choices, reply to the original email to cast your vote. Please include the reason why you feel your top choice for logo and slogan is the best choice.

Remember — the concepts you choose should best represent the brand promise of McHenry County as a whole.

Brand Positioning

McHenry County is characterized as a quilt of communities and experiences hand-sewn together by local people who know how to enjoy the best things in life. It’s our challenge to properly represent this experience in a new brand identity for the county. For residents, McHenry County is set apart by its wide-open spaces offering both urban and rural lifestyles in safe, picturesque communities with family-friendly activities well within reach regardless of proximity. Tourists also see natural beauty as a highlight of McHenry County compared to its neighbors, with acres of conservation areas and miles of trails to explore, as well as innumerable opportunities for shopping, dining, and live entertainment that can’t be found anywhere else. Business owners see McHenry County as an area brimming with opportunity for expansion or opening up shop — as well as an ideal place to relocate their families and put down roots.

The McHenry County Brand Promise

Target: New Residents

We’re all looking for a place to stretch out, relax, and get away from the hustle and bustle that consume our lives. In McHenry County, that’s just a way of life. Diverse, energetic, and interconnected communities blend seamlessly to provide opportunity and engagement for all ages, from our top-notch school districts to a plethora of job opportunities — both in-office and remote. Looking to have some fun? McHenry County is full of recreational opportunities as diverse as our population, from our family-friendly trails to out-of-the-box recreational areas, festivals, and live entertainment spots. Plus, roadways and Metra Rail lines to major metro areas like Chicago, Milwaukee, Madison, and Rockford make it easy to be in the city within an hour or so. But in between the metropolitan amenities, you’ll find quiet moments of peace and solitude, whether you’re hiking the trails, casting a line on the Fox River, or hand-picking freshly grown produce from a farm stand. When you make McHenry County your home, you’ll find that culture, connectivity, and wide-open spaces are just part of the value — and a way of life.

Target: Tourism/Leisure

McHenry County is a breath of fresh air beyond the sprawling maze of concrete and asphalt. Escape the hectic life of the big city in McHenry County’s wide-open spaces, including the beautiful outdoor recreation areas and trails that twist and wind throughout the county, leading visitors to the farmer’s markets and agritourism spots that offer fun for all ages in any season. You can pick produce in the summer, sip freshly mashed cider in the fall, and cut down your own Christmas trees in the winter.

But we’re more than just farms and tractors. Experience Woodstock, the city Bill Murray fell in love within the film Groundhog Day. Find uncommon treasures in Downtown Crystal Lake’s independently owned shops and boutiques. Explore the Riverwalk and three distinct downtown districts of McHenry. Hit the links at Huntley’s 18-hole championship golf course. Find historical treasures and antiques in Hebron. Celebrate local artists at the Starline Factory in Harvard or indulge in one of the city’s many festivals. Play a round of beach volleyball and enjoy in the sights and sounds of the summer concert series at Island Lake. Catch aquatic acrobatics like none other with the world-class ski team in Wonder Lake or begin your Chain O’Lakes expedition on the Fox River or Pistakee Bay in Johnsburg. Fine tune your wakeboarding skills at the Quarry Cable Park at the north end of Three Oaks Recreation Area. Experience one-of-a-kind shopping and dining in Algonquin’s Old Town. Hop off the Prairie Trail and grab a bite of something sweet or savory in Richmond. Witness world-class athletes take flight at the Norge Ski Club or tour the gorgeous Medieval-inspired Bettendorf Castle in Cary and Fox River Grove. Finally, breathe in the Americana and small-town vibes of Marengo and roll through a history of American innovation at the Illinois Railway Museum in Union.

Get your steps in on the 25-mile Prairie Trail or the vast, natural conservation areas of the McHenry County Conservation District. Indulge in the immaculate flavors of each community, from savory German bratwurst to homemade chocolate delights. Sample the bold, uncommon flavors of McHenry County at our breweries and distilleries. Plus, with live theater productions on historic stages and concerts in communal green spaces, this patchwork of diverse communities offers a bill of live entertainment like none other. When you visit McHenry County, you’ll find that exceptional experiences are around every corner.

Target: Economic Development

When you look at McHenry County, Illinois, you’ll see a network of small and mid-size communities, each bursting with their own character and opportunity to bring your vision to life. That’s because we understand our businesses are as much a part of our communities as the residents themselves, from small, independently owned shops to global producers. And what better community to be a part of? Nearby O’Hare International Airport provides access to more than 134 countries and every major city — get anywhere in the world from McHenry County in 24 hours. Plus, your distribution and supply chain needs will never be lacking with a regional UPS air hub located just down the road in Rockford. Our highly ranked school districts and workforce training programs at McHenry County College set up future generations for success, and a wide-open setting beyond the concrete cacophony of the big city means you’ll spend less time sitting in your car and more time enjoying life. When you open your business here, you’ll find a welcoming, nurturing, accommodating set of communities and governments who are ready and willing to support your dream. And with plenty of corporate parks and industrial space waiting to be developed and historic storefronts waiting to be refurbished, there’s no better place to bring your dream to life than McHenry County.

Tagline Concepts


McHenry County — Naturally


Genuine McHenry County


Make It Here


People Connect Here


Room to Breathe


Small-Town Spirit • Big-City Borders


Wonderful Places • Wide Open Spaces


Your Natural Habitat


Logo Concepts

Logo A

Color Palette 1: Adventure

 

Color Palette 2: Vintage

 


Logo B

Color Palette 1: Adventure

 

Color Palette 2: Vintage

 


Logo C

Color Palette 1: Adventure

 

Color Palette 2: Vintage