REPORT TO THE CITY COUNCIL
DATE: Regular Meeting of April 23, 2024
TO: Mayor and Members of the City Council
SUBMITTED BY: Dante Hall, City Manager
SUBJECT: Report and Discussion on the Hercules Branding Project and Draft Logo Concepts RECOMMENDED ACTION:
Staff recommends that City Council receives and files the Brand Research Summary and provides feedback on the logo concepts provided by ranking their top three preferences in number order (1, 2, and 3).
BACKGROUND:
Hercules has evolved over the last few decades to become a more vibrant and inclusive community with many new developments. More families, professionals, and businesses are attracted to the City due to its growth into a transit-oriented community, convenient location to major job centers, and lifestyle opportunities. Therefore, staff believes the City of Hercules could benefit from building brand awareness by utilizing various public relations strategies and activities. A public relations firm could perform a range of duties that will familiarize residents, visitors, and the region with the distinctive qualities of the City and the opportunities that come with residing, visiting, and investing in the City.
ANALYSIS:
In February 2024, the City of Hercules contracted with Tripepi Smith to provide branding services, including a new logo to use in conjunction with the Hercules seal, branding guidelines and new branded templates. As part of the logo development process, Tripepi Smith executed research and outreach to ensure the new City brand reflects what Hercules is now and where the City is headed.
As part of the project scope, Tripepi Smith interviewed the City’s Executive Team and City Councilmembers and did survey outreach to reach Hercules community members, community-based organizations, and City staff. The survey was not a scientific survey and was published across social media and sent to community groups and staff via email.
All responses received were incorporated in the Brand Research Summary (Attachment A), which identifies primary themes that will drive the brand development process. The Brand Research Summary is not intended to be a scientific analysis or official Hercules document; the summary collates input received and is used as a guiding resource during the brand development process.
Based on the information outlined in the Brand Research Summary, Tripepi Smith put together logo concepts for consideration. Feedback and selections for these concepts will then be applied to a narrower set of full logo design options that will be presented to the City Council at a subsequent meeting.
FISCAL IMPACT:
There is no additional fiscal impact associated with this item.
ATTACHMENTS:
ATTACHMENT 1 – City of Hercules Brand Research Summary
ATTACHMENT 2 – Draft City Logo Concepts