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SPD collaborated with the City of Lancaster to research, plan, design, and implement a new logo and brand for Lancaster CA. The new brand repositions Lancaster as a vibrant community at the center of innovation, technology, and nature. The logo represents the California poppy, the CA state flower, and celebrates the Lancaster poppy reserve. The research process included hundreds of community interviews and electronic surveys that received thousands of responses to guide the design decisions. The new brand will roll out with coordinated marketing, PR, advertising, environmental, merchandise, and public information campaign.