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New Brand Is All Inspiring

New Brand Is All Inspiring

As Pennsylvania’s third largest city, Allentown’s population is growing. Its economy is surging, and its diverse community is innovative and filled with opportunity. To better communicate the potential and promise it offers future visitors, residents, and businesses, Allentown unveiled its new brand today.

Speaking at an unveiling ceremony along Cedar Creek Parkway at the intersection of Hamilton Boulevard & Yocco Drive, Mayor Ray O’Connell said, “This new brand is vibrant and bold. It will help redefine the City of Allentown—who we are, what we stand for, and all we offer.”

The Cedar Creek Parkway was the scene of one of four simultaneous unveilings throughout the city.  The other three were held downtown at 523 N. Seventh Street, near the south side at Fountain Park along Martin Luther King Jr., Drive and at Coca-Cola Park.

Allentown’s brand theme line, “All Inspiring,” speaks of the city’s commitment to come together to create a place of big ideas, varied influences, and greater opportunities. The new logo mirrors the city’s waterways, personal approach, and welcoming nature. The bright, appealing color palette, graphic illustrations and iconography further define key strengths and attributes.

As Allentown Director of Community and Economic Development Leonard Lightner explained, “Allentown has accomplished one of the most dramatic turnarounds in the U.S. over the past decade. Our new brand showcases who we are today; a diverse and unified community, thriving entrepreneurs and artists, and residents and businesses committed to creating a better way of life. When you think about all we offer, Allentown truly is All Inspiring.” 

  • A better quality of life: A 21st century melting pot, Allentown offers affordable, distinctive urban living options, abundant parks and greenspaces, and a mix of walkable neighborhoods and cultural amenities. 
  • Fresh ideas. New opportunities: The city’s population is young, diverse and fast-growing, bringing a wave of entrepreneurial activity, an eclectic art scene, and unique shopping, dining, and cultural activities.
  • Perfectly positioned for success: Located halfway between NYC and Philadelphia, Allentown is a hotbed of business and career potential with innovative economic development strategies, a revitalized downtown corridor, and one of the strongest regional economies in the U.S.
  • A unified, inspiring community. In 2020, long-time residents, new families, and visionary dreamers collaborated on an ambitious, 10-year plan. Together, we are achieving goals, setting new ones, and creating a better Allentown for all.                    

The city hired Red House Communications to conduct consumer and market research, gather input from stakeholders, and develop the new brand and brand positioning. Headquartered in Pittsburgh, Red House is an integrated marketing communications agency with deep experience in consumer marketing. The new brand provides a visual and verbal springboard for future communications and marketing efforts.

For more information regarding the event and its details, visit the City of Allentown Facebook Page at


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