top of page
RACHEL RICHARDS DESIGN
Location: Fort Smith, AR
Services: Brand Identity Package
The rebrand of the Fort Smith Convention and Visitors Bureau was an opportunity to bridge legacy and future—paying tribute to the city’s deep historical roots while creating a bold, modern identity that invites newcomers in. At the heart of the brand is a custom-designed wordmark for “Fort Smith,” housed within a badge-style logo that honors the city’s frontier heritage and its legacy as a western stronghold. Rather than defaulting to expected symbols like the Marshal’s star—ubiquitous across the town—we introduced an abstract spur: a fresh, eye-catching element that nods to Fort Smith’s past as a law-and-order outpost while offering a modern twist that commands attention.
The color palette pulls from traditional western tones—burnt reds, rich neutrals, and bold accents—but reimagined with a contemporary edge. In a city saturated with red, white, and blue, this palette sets Fort Smith apart. It pushes the boundaries of the familiar while remaining rooted in authenticity—exactly what the city needs to grow and evolve. This brand is not just a logo—it’s a visual rallying cry. It reflects Fort Smith’s pride in its past and its drive toward a more vibrant, forward-facing future—designed to attract tourists, energize locals, and make a lasting impression far beyond the border.
bottom of page