DC3 Announces New Brand Identity: Design Core Detroit

Design Core Detroit Logo
The Detroit Creative Corridor Center (DC3) kicked off its Drinks x Design event at the Loft At 1420 by announcing its new brand identity: Design Core Detroit. The name and brand transformation is one outcome of the organization’s yearlong planning process to support Detroit's UNESCO City of Design designation and shape a larger strategic vision for the role of design in the city’s economic growth.

“For the past year, we have carefully analyzed the impact design can have in driving Detroit’s resurgence, and through this, recognized our work and role in Detroit has evolved,” said Olga Stella, executive director of Design Core Detroit. “It was time for our brand to evolve as well, and be more reflective of our mission and purpose in championing Detroit’s design-driven businesses and their role in strengthening the city’s economy.”

DC3 was formed in 2010 through a partnership between the College for Creative Studies (CCS) and Business Leaders for Michigan (BLM) as a result of BLM's Road to Renaissance strategy. It has assisted over 250 businesses to start-up, grow or land in Detroit, leading to over 3,000 new jobs. These businesses include both growing and established design firms like Patrick Thompson Design and Shinola. 

“Design Core has accomplished its original objective to grow creative sector jobs and increase creative density in the Woodward Corridor,” said Sabrina Keeley, chief operating officer of Business Leaders for Michigan and a co-founder of Design Core Detroit. “It is time to take those successes and lessons learned and position the entire city as a global source of creative talent.”  

The organization has become the central hub for Detroit’s design community through its events that attract more than 30,000 people annually. Additionally, in 2015, it successfully applied for Detroit’s UNESCO City of Design designation, becoming the first U.S. city to receive it. 

“Design Core Detroit reflects our belief that design is at the core of business, our economy and Detroit’s revitalization, said Rick Rogers, president of the College for Creative Studies and a co-founder of Design Core Detroit. “Design isn’t just aesthetic styling.  It’s a methodology for solving social problems and addressing human needs. It can improve products, services, and systems and contribute to a better quality of life for all.”

Design Core serves design-driven industries that specialize in design or utilize design as a central discipline of their business strategy. Design Core’s clients include businesses specializing in graphic design, architecture, product design, automotive, fashion and more. 

Design Core’s key services strengthen, grow and attract design-driven businesses; increase market demand for design services; and tell Detroit’s design story locally and globally to increase jobs, investment and economic activity in Detroit. As the steward of Detroit’s UNESCO City of Design designation, Design Core serves as the convener and backbone organization for the Detroit City of Design initiative. 

Design Core partnered with: Gyro Creative Group, a creative design group that oversaw and created the Design Core Detroit brand meaning and identity, as well as its relationship to the Detroit City of Design initiative.Lambert, Edwards & Associates, a multi-disciplinary public relations and integrated marketing agency helped with strategy, promotion and messaging. 

Design Core invites design-driven businesses and those interested in learning more about the value of design to visit designcore.org or to follow us on social media. For those interested in the Detroit City of Design initiative, Design Core will be releasing an economic development strategy and other information about next steps in April 2018. 

About Design Core Detroit:
Design Core Detroit champions design-driven businesses and their role in strengthening Detroit’s economy. It offers services to strengthen, grow and attract design businesses, increases market demand for design services, and tells Detroit’s design story locally and globally. Design Core is the steward of Detroit’s UNESCO City of Design designation and is a partnership of the College for Creative Studies and Business Leaders for Michigan.