Sacramento County approached Crocker wanting a brand to unify departments and transcended the typical institutional government seal. Typical government logos at the local, state and national level are a seal of some kind. They often symbolize the stereotypical image of institutional bureaucracy. Through consultation and engagement with all departments, Crocker’s big idea was to developed a new logo incorporating a text style with elements of Roman typography with the simplicity of movement in the graphic representing Sacramento’s two distinct rivers. A style guide was developed which specified how all departments would incorporate the new logo in all county communications ranging from vehicles and airport signage to website and print materials.