REPORT TO THE CITY COUNCIL
DATE: Regular Meeting of June 25, 2024
TO: Mayor and Members of the City Council
SUBMITTED BY: Dante Hall, City Manager
SUBJECT: Hercules Branding Project and Final Logo Design Selection RECOMMENDED ACTION:
Staff recommends that the City Council select the final logo design with the approved variations for Tripepi Smith to deliver a full Logo Library, Brand Guidelines, and Brand Templates.
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.
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.
ANALYSIS:
As part of the logo development process, Tripepi Smith interviewed the City staff, City Councilmembers, and circulated a brand survey to Hercules community members, and community-based organizations. All 180 survey responses received were incorporated in the Brand Research Summary, driving the development of eight logo concepts that were reviewed and discussed by the City Council at the April 23rd Council meeting.
Based on feedback from City Council, Tripepi Smith created a refined set focusing on four logo design concepts for consideration. Tripepi Smith then distributed a "Focus Round" Survey via email asking participants to identify which concept and overall logo design they preferred.
At the May 28th Council meeting, the City Council deliberated on the four logo options and identified a narrower set of options to consider and discuss further. Following Council direction, Tripepi Smith then conducted focused meetings with Councilmembers and the City Manager, using a weighted star system to rank the four concepts. Based on City Council’s responses, Concept 1 was selected as the preferred option, with minor variations to approve or eliminate.
Tripepi Smith refined the Concept 1 logo option based on feedback received during the focused meetings with City Council. Any feedback for the final logo design received from Council this evening will be applied to the final logo design and logo library that will be presented for adoption by City Council at a subsequent meeting.
FISCAL IMPACT:
The recommended action carries no fiscal impact.
ATTACHMENTS:
Focus Round 2 - Hercules Logo Concept Options