Administrative
Report
N.5., File # 22-4818 Meeting Date: 10/18/2022
To: MAYOR AND CITY COUNCIL
From: ELIZABETH HAUSE, ASSISTANT TO THE CITY MANAGER
TITLE
DISCUSSION AND POSSIBLE ACTION REGARDING THE FACILITATION OF A CITY
REBRANDING EFFORT
EXECUTIVE SUMMARY
City Council requested staff identify resources needed to facilitate a rebranding effort for the City.
Staff has identified a range of solutions that would effectuate a rebrand of Redondo Beach and is seeking direction from Council.
BACKGROUND
As part of the strategic planning process, Council requested that staff return with a report identifying resources needed to facilitate a rebranding effort for the City. Rebranding entails changing the corporate image of an organization, usually with the goal of revitalizing a logo or slogan by making it more modern or relevant to residents and visitors. Staff has identified two possible solutions the City Council could pursue to rebrand Redondo Beach. Below is a summary of the process used to develop the City’s current brand/logo and a description of the two options to initiate a new rebranding effort.
Current Redondo Beach Logo
In 2001, the City undertook a rebranding effort that developed the City’s current logo - a tricolor interpretive design displaying the sun and ocean, a sailboat and the pier. The process included a small advisory committee comprised of City staff working collaboratively with the selected design firm - Hunt Design Associates - to create and then refine several possible logos and image options. The three final images were then presented to the Visitors Bureau Marketing Committee (now the Chamber of Commerce) and the Recreation and Parks Commission. One logo was favored and was presented to Council - this image was adopted as the City’s new logo on November 13, 2001.
Subsequently, a Graphics Standards Manual was developed for the implementation of the new logo in all City correspondences and a plan was developed for the gradual replacement of signage Citywide (see attached).
In 2005, a Redondo Beach consortium consisting of the City and Chamber of Commerce & Visitors Bureau determined further brand development would strengthen Redondo Beach’s appeal as an attractive visitor destination. In 2010, a tourism-oriented logo was launched for the Chamber of Commerce and a new signature tagline was incorporated into the existing City logo - “More to Sea.”
N.5., File # 22-4818 Meeting Date: 10/18/2022
Rebranding Solutions
There are two types of rebranding methods the City could pursue:
Option 1: Engage the services of a design firm to develop a new City logo/slogan Option 2: Engage the services of a rebranding firm to reposition the City’s image as a whole With Option 1, the City would select a design firm to study the City’s history, culture and trajectory to create a new logo and/or slogan for the City. This process may include interviewing community stakeholders or targeted surveying. The design firm would help define Redondo Beach’s identity through graphics and would work with staff and identified stakeholders to refine designs to be brought to Council for consideration. This option would accelerate the rebranding effort and lower the cost, with logo and slogan options being presented to City Council within 3-4 months of consultant selection and a cost ranging from $50,000-$70,000.
Option 2 would see the City selecting a firm specializing in repositioning organizations, an effort that goes beyond just creating a new logo or brand. Repositioning delves into a months-long civic process consisting of community workshops, community surveys, an advisory or working group, and a deep dive into where Redondo Beach stands in relation to other municipalities and government entities. This process is not strictly about capturing Redondo Beach’s image - it focuses on redefining it through community participation and input. Deliverables would include new logo and/or slogan options as voted upon by the community, but would also include a strategy to ensure the new image is marketed comprehensively and utilized to solve specific problems identified during the process. This type of rebranding effort would evolve over the course of 6-12 months and is expected to cost $200,000-$350,000.
The cost for replacing signs throughout the City would need to be considered as a separate item following completion of either rebranding effort.
To assist with the City Council’s decision, staff has been in contact with a number of design and rebranding firms. Below are questions that were recommended by these firms for consideration prior to deciding on the City’s level of rebranding:
· What problem is the City trying to solve?
· What has changed that requires the City to rebrand?
· Does the City just need a logo refresh or are there deeper concerns related to the City’s image?
· If Option 2 is pursued, is the City prepared to commit the time and funds to the effort? For Council’s use, attached is the positioning deck presented to Council when the Redondo Beach Tourism District chose their logo - this is an example of an Option 1 work product. Also attached is an example of a Request for Proposals for an Option 2 rebranding process. Staff is seeking Council direction on how to proceed with the City’s rebranding effort.
COORDINATION
N.5., File # 22-4818 Meeting Date: 10/18/2022
The City Manager’s Office coordinated with the IT Department in preparing this report.
FISCAL IMPACT
The cost of a rebranding effort ranges from $50,000 - $350,000, depending on the selected rebranding process. There is no specific funding appropriated in the budget for this work.
APPROVED BY:
Mike Witzansky, City Manager
ATTACHMENTS
Graphics Standards Manual
Option 1 Example: RBTD Positioning Deck
Option 2 Example: RFP for Rebranding Services - DPR