NEW YORK — Citizen Relations has refreshed its brand, revamping its company identity to underscore the idea that consumers, long considered passive customers, should more accurately be communicated with as engaged citizenry.

“Citizens today expect more from their brands: They expect them to have a point of view and share that point of view more freely than ever,” said global chairman and CEO Daryl McCullough.

“Citizens are complex, as they are committed to others who share their cultures. They pay attention. They take ownership. They live their beliefs.  And because they expect brands to be no different, identifying the citizen in every brand will be paramount,” he said.

Visually, Citizen Relations is trying to send its new message by putting the ‘C’ — as in Citizen Relations — front and center of its logo, designed with different colored lines meant to represent the collaboration of citizens in the organization.

Citizen Relations’ new identity as a firm that puts citizenry at the forefront of its work stems from a process involving research and insights, as well as input from a cultural anthropologist.