The document discusses the branding and trademarking of "The Little City®" slogan for the City of Falls Church, Virginia. It provides background on the development of the trademark in 2009-2010 through a branding agency. Guidelines were created to ensure proper usage. The trademark is now used in marketing the city and on various materials around town to promote local businesses, events, and the community's identity as a small city within a larger metro area.

1. 2011 National Trademark Expo

2. Development and use of in the City of Falls Church ® presented by: ®

3. Many places are marketed with well known trademarks… I NY® Virginia is for lovers® What happens in Vegas stays in Vegas® Don’t mess with Texas® …. and …. The Little City®

4. What is The Little City® ? The City of Falls Church is a small place, on purpose. We are enthusiastically small! We are a small town oasis in the midst of a big city, and we are happy to be that way. We’re a mere 2.2 square miles, but we are not trivial. We have the mindset of a big city – the thinking, culture, food, schools – without the crowding. Brand statement from The Little City®Brand Guildelines

5. What is The Little City® ? It’s all the benefits of a big city without the drawbacks. We have a metro, a performance venue, our own police department and government, access to major highways, malls, and are only a few minutes to downtown DC, but we have minimal crime, noise, congestion and most of the other drawbacks that come with being a city. We’re an impressive 2.2. square miles! Brand statement from The Little City®Brand Guildelines

6. History of Falls Church Community originally established around The Falls Church (Episcopal) that was founded in 1734 Became a township in 1875 Became an independent city in 1948, when it separated from Fairfax County in an effort to establish a highly acclaimed school system

8. six miles from the Nation's Capital and inside the Capital Beltway

9. Served by two stations (East Falls Church, West Falls Church)

12. Award winning farmer’s market

13. Tinner Hill Blues FestivalSM celebrates the early civil rights history of Falls Church and vicinityphoto from Falls Church News Press

14. Creating The Little City®

15. CreatingThe Little City® In 2009, the City of Falls Church worked to develop a slogan with an acclaimed Falls Church branding, advertising, and interactive agency

16. Creating The Little City®

17. Creating The Little City®

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24. Creating The Little City®

25. Protecting The Little City® Three trademark applications filed with U.S. Patent and Trademark Office on February 23, 2010: Description of services: Promoting business, commerce, industry, economic growth, residency, travel and tourism in the City of Falls Church, Virginia (Class 035)

26. Protecting The Little City® U.S.P.T.O. registration certificate for THE LITTLE CITY® color logo

27. Protecting The Little City®

28. Protecting The Little City® To ensure consistent and proper use of the trademarks, Brand Guildelines were created

29. Protecting The Little City® pages from the Brand Guidelines

30. Protecting The Little City® pages from the Brand Guidelines

31. The Little City® around town

32. The Little City® around town Program for the 25th Annual Washington Area Music Awards held at the State Theatre in 2011

33. The Little City® around town FIRSTfriday advertisement in the Falls Church News-Press

34. The Little City® around town

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37. The Little City® around town stickers & magnets

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42. The Little City® around town Watercolor by local artist Bill Abel

43. The Little City® around town

45. CSI printing

46. David Tarter

47. Economic Development Authority

48. Becky Wittsman

49. Rick Goff

50. Dwight Greene

51. Bill Abel

52. Teresa Kline

53. Barb Cram

54. Falls Church Chamber of Commerce

55. FIRSTfriday of Falls Church