Administrative
Report
N.2., File # 23-5561 Meeting Date: 2/14/2023
To: MAYOR AND CITY COUNCIL
From: ELIZABETH HAUSE, ASSISTANT TO THE CITY MANAGER
TITLE
APPROVE AN AGREEMENT WITH STELLEN DESIGN LLC FOR CITY BRAND AND LOGO REDESIGN SERVICES FOR AN AMOUNT NOT TO EXCEED $15,000 FOR THE TERM FEBRUARY 14, 2023 THROUGH AUGUST 13, 2023
EXECUTIVE SUMMARY
As part of the Strategic Plan, the City Council requested staff identify the resources and process needed to facilitate a rebranding effort for the City. In October 2022, the Council was presented with options to effectuate a rebrand of Redondo Beach and directed staff to pursue a streamlined redesign of the City’s logo with the assistance of a design firm. As such, staff released a Request for Proposals (RFP) in December 2022 and, of the proposals submitted, Stellen Design LLC presented the most responsive and cost effective service package for the City.
BACKGROUND
The current Strategic Plan includes an objective, to “identify and procure resources needed to facility a rebranding effort with the aim to capture the full diversity and flavor of 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. On October 18, 2022, staff presented two possible solutions the City Council could pursue to rebrand Redondo Beach:
Option 1: Engage the services of a design firm to develop a refreshed City logo/slogan.
Option 2: Engage the services of a rebranding firm to reposition the City’s image as a whole.
Council directed staff to pursue Option 1 and to release a Request for Proposals for design services needed to refresh the City’s logo rather than recreate a whole new brand. Staff sent the RFP to four (4) local design firms, two (2) of which submitted a proposal. Of the proposals received, Stellen Design LLC provided a service package that included stakeholder interviews, numerous design iterations, and a brand guidebook and provided the proposal that best understood the City’s desire for a streamlined process at a reasonable price. If approved, significant effort will be made during the Strategy and Planning Phase of the agreement’s scope of services to study the City’s history, culture and trajectory in order to create an updated logo that is reflective of Redondo Beach.
Stellen Design is a South Bay company based out of Torrance that has undertaken rebranding and logo projects for a range of companies including Body Glove, California Pizza Kitchen and ICan.
Their proposal, inclusive of samples of previous work, is attached to this report for Council’s review.
N.2., File # 23-5561 Meeting Date: 2/14/2023
Staff is recommending Council approve the agreement with Stellen Design for the City’s logo redesign project in an amount not to exceed $15,000.
COORDINATION
The City Manager’s Office coordinated this report.
FISCAL IMPACT
Specific funds for the logo redesign project were not appropriated in the FY 2022-23 Budget.
However, given the reasonably limited $15,000 expense, the cost of the contract can be covered through the City Manager’s Contracts & Professional Services account.
APPROVED BY:
Mike Witzansky, City Manager
ATTACHMENTS
Agreement for Consulting Service - Stellen Design LLC
Administrative Report - October 18, 2022
Stellen Design LLC Proposal