Agenda Item Wording:
title
Update on logo redesign - Receive update on City logo redesign process and determine how the Council would like to proceed with the logo selection.
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Deadline for Action: 7/15/2024
Submitting Department: Administration
Contact Name and Phone Number: Allison Mackey, Communications & Brand Manager, (559) 713-4535
Department Recommendation:
It is recommended that the Visalia City Council receive an update on the logo redesign process, the feedback of the Logo Redesign Committee and initial community input, and determine how the Council would like to proceed with the logo selection.
Background Discussion:
At the June 17, 2024 City Council Meeting, the Visalia City Council directed staff to re-open the brand refresh logo design process. This included 1) Identifying a timeline for the brand refresh logo design process, 2) Each Council Member appointing one representative to sit on the City of Visalia Brand Refresh Logo Redesign Committee, 3) Opening the Brand Refresh Logo Redesign Process on Tuesday, June 18 and conducting an open submission period through Tuesday, July 2 at 5 p.m. PT, 4) Direct staff to meet with the Brand Refresh Logo Design Committee the week of July 8, 5) Provide a public comment period from Monday, July 15, 2024 through Friday, July 26, 2024 and 6) Receive the results of the Design Committee and public feedback via agenda item and staff report at the Monday, August 5, 2024 meeting.
With this direction, staff undertook the process of notifying the community about the adopted timeline and updated City information channels with these details. The submission window for logos was opened, after which time staff connected with each of the Council’s appointees individually and planned for the Committee’s meeting. The submission period closed on Tuesday, July 2, at 5 p.m. PT and 87 submissions were received by the deadline. These submissions were then numbered according to the order in which they were received and presented to the Design Committee and the public at their Monday, July 8 meeting.
The Design Committee received public comment at this meeting and reviewed 87 submissions. After discussion among the Committee, they identified five logos that they directed staff to follow-up on, specifically, could the submitter provide the logo in white, could the submitter share what design software they created the logo in and if chosen, what file types could they provide the City with. The Committee met again on Wednesday, July 10, again received public comment and continued their review and discussion of the logos submitted. Ultimately, the Committee chose five logos to carry forward to the next step and proceed with the public comment period Four out of five Committee members (one Committee member choosing to abstain) also recommended that the artist whose logo is ultimately chosen to receive a minimum of $1,500.00 compensation/honorarium for their work and public recognition. Ideas included a plaque noting their contribution to public recognition or a form of acknowledgement that the Council feels is appropriate.
Through the course of the Committee’s discussion at the Wednesday, July 10 meeting, Committee members also shared that not all of them were “comfortable” with the submissions received and directed staff to also provide an informational update to the City Council at the next Council meeting, Monday, July 15 during the 7 p.m. Regular Session so that that information could be shared in the interest of allowing the City Council to receive a full update on the process and ensure that the appropriate next steps are taken. The Committee did share some suggested adaptations to the logos that they thought could be appropriate. After consultation with the Mayor, the City Manager made the determination to accelerate the public input process, and the finalist logos and a public input email (communityfeedback@visalia.city <mailto:communityfeedback@visalia.city>) was provided on Friday, July 12 to provide the public with an option to provide input on the logos prior to the Council meeting.
The City commends all the artists who submitted their artwork and logo designs through the submission process and thanks them for their time, effort and energy. The Committee noted that they were appreciative of everyone who took part in the submission process, and it was very positive and important to continue to have community input on City business. The public submissions and feedback allows the City to continue the logo process, one that has been an important part of the overall Brand Refresh process. As noted by the Committee, logos are part of the overall brand of a city and investing in a refreshed visual identity allows cities to market the positive aspects of working for and living in a specific area.
City staff are coming before the Council tonight for further direction on the logo redesign selection process.
Fiscal Impact:
Unknown, dependent on Council direction on awarding or compensating submitter of the chosen logo. The selected logo may also require adaptation into a vector file or revisions to fully meet the guidelines that may require the skills of a professional graphic artist.
Prior Council Action: June 17, 2024 - Council received staff presentation and voted to re-open the logo design process, approved guidelines for submissions and timeline, each appoint one person to serve on a committee to review submissions and have the Committee recommend a compensation/honorarium amount for the artist whose logo is ultimately chosen. June 3, 2024 - Council received staff presentation and voted to 3) Retain or modify the current logo to be used when the medium being utilized warrants it, and retain the previous logo as a Legacy Logo that would be utilized in situations where it can be appropriately displayed and its detail clearly denoted and 5) Open the brand refresh logo design process again and create a process wherein local artists/graphic designers can submit designs, (that align with the requirements of a scope of work/design), have those designs reviewed by a panel of local graphic and marketing professionals, with a selection of final logos presented to the community to be voted on via community meetings or digital voting methods. The Council could then consider the results and make a final selection. May 20, 2024 - Agenda included Item 12. Request to add Consent item by Council - Request by several Council Members to approve adding an agenda item to the June 3, 2024 agenda for discussion and potential direction regarding the new City of Visalia logo. November 6, 2024 - Council received an update on the brand refresh and approved the new City of Visalia logo, R5-Fox Theater and chose the new City of Visalia logo color palette. August 7, 2023 - Council received an update on the City-wide marketing and rebranding project, directed staff to present a redesigned logo with additional elements and approved a new mission statement, vision statement, brand promise, values, and tagline. April 17, 2023 - As part of the review of the Fiscal Year 2022/23 mid-year financial report, Council made a General Fund Capital Project appropriation of $50,000 for City rebranding implementation. August 15, 2022 - Council authorized staff to conduct a citywide rebranding process, appropriated an additional $25,000 to cover the costs of completing the administrative portion of the City of Visalia Human Resources Marketing and Branding Services, and appropriated $75,000 to cover the anticipated costs of undertaking and completing the administrative portion of the City of Visalia rebranding (Citywide Rebranding). Council authorized staff to utilize the services of We The Creative (by amending their contract with the City of Visalia Human Resources Division) for a project total of $150,000. March 21, 2022 - City Council approved Proposed Capital Projects by Fund, Project # ADCP09 City Logo Refreshment for Fiscal Year 2024-25 for a total of $50,000. March 15, 2021- City Council reviewed Fiscal Year 2020/2021 mid-year financial report with recommended budget appropriations and authorized the Capital Project Request of City Rebranding for $50,000 to be used for initial implementation of the new branding.
Other: N/A
Alternatives: N/A
Recommended Motion (and Alternative Motions if expected):
recommendation
I approve staff to proceed with the timeline as previously determined, with public comment period opening on Tuesday, July 16 and direct staff to come back on August 5, 2024 City Council meeting with the results of the public comment and feedback of the Committee.
Or
Another motion in keeping with Council discussion and direction.
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Attachments: COV Logo Redesign Committee Chosen Logos 7.10.24