City Council Administrative Report, October 17, 2023 — Redondo Beach City Council, February 13, 2024

Administrative
Report
N.3., File # 23-6992 Meeting Date: 10/17/2023
To: MAYOR AND CITY COUNCIL
From: ELIZABETH HAUSE, ASSISTANT TO THE CITY MANAGER
TITLE

DISCUSSION AND POSSIBLE ACTION REGARDING APPROVAL OF A REDESIGNED CITY LOGO

EXECUTIVE SUMMARY
As part of the Strategic Plan, the City Council requested staff identify the resources and process needed to facilitate a City rebranding effort. In October 2022, the Council was presented with options to begin a Redondo Beach rebrand and directed staff to pursue a streamlined redesign of the City’s logo with the assistance of a design firm. On February 14, 2023, the City Council approved a contract with Stellen Design LLC (Stellen) for logo design services.

Since then, a City Manager’s Logo Redesign Committee (Committee), comprised of Redondo Beach residents, was formed and has met regularly to consider iconography, design, and brand impressions. Community surveys and stakeholder interviews have also been conducted. This report outlines the redesign process and community feedback, and presents, for City Council consideration, the Committee’s preferred logo design and proposed color palette.

There are three options available to the Council, including 1) approval of the redesigned logo, 2) direction to continue the redesign effort (which would require a contract amendment with Stellen and input on suggested design changes), or 3) pausing the redesign effort and continuing use of the City’s current logo and/or City Seal.

BACKGROUND
The Strategic Plan includes an objective to “present City logo redesign options to City Council for consideration of approval.” At the February 14, 2023 City Council meeting, Council approved a contract with Stellen for design services. The contract required that Stellen take direction from a committee comprised of Redondo Beach residents that would, through a series of workshops and meetings, redesign or refresh the City’s current logo. The Scope of Work also included conducting stakeholder interviews and incorporating community survey feedback into the logo development process.

Upon contract approval, staff queried the community to identify individuals interested in being part of the Committee. By mid-March 2023, five community members representing various backgrounds, expertise, and Council Districts within Redondo Beach committed themselves to partaking in the months-long logo redesign process.

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N.3., File # 23-6992 Meeting Date: 10/17/2023
Logo Redesign Process
In order to create a foundation to build the new logo, the redesign process began with two, 1.5-hour Strategy Workshops with the Committee led by Stellen. These workshops provided the Committee an opportunity to define Redondo Beach, identify what the culture is and is not, articulate how Redondo stands out amongst other beach cities, and identify characteristics that represent the people who live, work, and play in the City. The second of these workshops was informed by community feedback collected with Survey #1, which aimed to capture participants’ perception of Redondo life and culture, as well as gather input on what type of logo the participants connected with most. The Scope of Work also included conducting stakeholder interviews and incorporating community survey feedback into the logo development process. The four stakeholder interviews were conducted with Redondo residents from varying personal and professional backgrounds:
· Resident #1: Married, 2 children under 3 years of age, transplants, 15-year residents, software development company executive
· Resident #2: Married, one child on the way, born and raised Redondo resident, event planner · Resident #3: Married, 2 adult children, transplants, 30-year residents, attorney · Resident #4: Single, born and raised Redondo resident, entrepreneur Similar to the spirit of the Committee workshops and Survey #1, these interviews were framed to capture who the Redondo Beach resident is and how they perceive themselves, the City, and their place within the City.

Using Committee and community insights collected in the strategy and research phase, Stellen began work on logo concepts sketching-out icons and symbols for the logo redesign. Over the course of two months, three logo refinement meetings were held. During these meetings, Committee members guided Stellen’s logo development progression by providing feedback, sentiments, and suggestions on the design as it evolved.

At the end of this logo development and refinement phase, the Committee had three favored options for logo icon, font, and layout. Survey #2 was then launched to capture the community’s preference in each of these areas. The results showed a strong winner in each of these categories. Stellen took the preferred icon, font, and layout and began the final phase of refinement and color palette development.

In late August, the Committee came together for the fourth logo refinement meeting to provide feedback on the redesigned logo, and on August 30th Survey #3 was launched. The survey asked questions regarding participants’ impressions of the logo redesign on its own, how it compares to the current logo, and if the redesign is relevant to Redondo Beach today and in the future. Regrettably, the initial survey launch was compromised, likely by online bots, resulting in a mass influx of fake responses (over 5000 in a short period). In an effort to accurately capture community feedback, the survey was closed and relaunched on September 5th with an additional participant verification requirement that would eliminate the threat of automated, online tampering. All survey results are included in with this report, and the list below details the logo redesign process schedule. · April 19, 2023 - Strategy Workshop #1
· May 2, 2023- Survey #1, “Who is Redondo Beach?” 210 Responses · May 22, 2023 - Strategy Workshop #2

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N.3., File # 23-6992 Meeting Date: 10/17/2023
· June 9, 2023 - Logo Refinement Meeting #1
· July 6, 2023 - Logo Refinement Meeting #2
· July 20, 2023 - Logo Refinement Meeting #3
· August 1, 2023- Survey #2, “Preferences for Icons,” Fonts and Marks. 422 Responses · August 24, 2023 - Logo Refinement Meeting #4
· August 30, 2023 - Survey #3, “Proposed Redesign Impressions” (closed September 5th, results compromised, 5,004 responses)
· September 5, 2023- Survey #3 Relaunch, “Proposed Redesign Impressions,” 305 Responses The proposed design for the updated City logo, preferred color palette, alternative logo characterization, and common uses for logo placement are included with this report along with slides from the strategy workshop. These items provide insight into how the initial phases of the logo redesign effort progressed.

Staff is seeking Council direction on how to move forward with the logo redesign. There are three options available to Council: 1) to approve the new logo and direct Stellen to finalize the Design Guide, 2) direct staff to continue redesign efforts and amend Stellen’s contract to accommodate additional work, or 3) pause the redesign effort and continue utilizing the City’s current logo.

COORDINATION
The City Manager’s Logo Redesign Committee, along with community input, coordinated the development of the redesigned logo as proposed. The City Manager’s Office coordinated the development of this report.

FISCAL IMPACT
Specific funds for the logo redesign project were not appropriated in the FY 2022-23 Budget, however, the cost of the contract was covered through the City Manager’s Contracts & Professional Services account.

APPROVED BY:

Mike Witzansky, City Manager

ATTACHMENTS
· City Council Administrative Report, February 14, 2023 · City Manager’s Logo Redesign Committee Member Bios
· Community Survey #1, Survey #2, and Survey #3 Results · Redesigned Logo Review Package
· Presentation - Redondo Beach Brand Strategy Session 1, April 19, 2023, and Session 2, May 22, 2023

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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.

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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

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1 AGREEMENT FOR CONSULTING SERVICES

BETWEEN THE CITY OF REDONDO BEACH

AND STELLEN DESIGN LLC
THIS AGREEMENT FOR CONSULTING SERVICES (this "Agreement") is made between the City of Redondo Beach, a Chartered Municipal Corporation ("City") and Stellen Design LLC, a California limited liability company ("Consultant" or “Contractor”).

The parties hereby agree as follows:

1. Description of Project or Scope of Services. The project description or scope of services to be provided by Consultant, and any corresponding responsibilities of City, or services required to be performed by City are set forth in Exhibit "A."

2. Term and Time of Completion. Consultant shall commence and complete the project or services described in Exhibit "A" in accordance with the schedule set forth in Exhibit "B".

3. Compensation. City agrees to pay Consultant for work performed in accordance with Exhibit "C".
* * * * *

GENERAL PROVISIONS

1. Independent Contractor. Consultant acknowledges, represents and warrants that Consultant is not a regular or temporary employee, officer, agent, joint venturer or partner of the City, but rather an independent contractor. This Agreement shall not be construed as a contract of employment. Consultant shall have no rights to any benefits which accrue to City employees unless otherwise expressly provided in this Agreement. Due to the independent contractor relationship created by this Agreement, the City shall not withhold state or federal income taxes, the reporting of which shall be Consultant's sole responsibility.

2. Brokers. Consultant acknowledges, represents and warrants that Consultant has not hired, retained or agreed to pay any entity or person any fee, commission, percentage, gift, or any other consideration, contingent upon or resulting from the award or making of this Agreement.

3. City Property. All plans, drawings, reports, calculations, data, specifications, videos, graphics or other materials prepared for or obtained pursuant to this Agreement shall upon request be delivered to the City within a reasonable time, and the rights thereto shall be deemed assigned to the City. If applicable, Consultant shall prepare check prints upon request. Said plans, drawings, reports, calculations, data, specifications, videos, graphics or other materials, 1401
2 shall be specific for the project herein and shall not be used by the City for any other project without Consultant's consent. Notwithstanding the foregoing, Consultant shall not be obligated to assign any proprietary software or data developed by or at the direction of Consultant for Consultant's own use; provided, however, that Consultant shall, pursuant to Paragraph 14 below, indemnify, defend and hold the City harmless from and against any discovery or Public Records Act request seeking the disclosure of any such proprietary software or data.

4. Inspection. If the services set forth in Exhibit "A" shall be performed on City or other public property, the City shall have the right to inspect such work without notice. If such services shall not be performed on City or other public property, the City shall have the right to inspect such work upon reasonable notice.

Inspections by the City shall not relieve or minimize the responsibility of Consultant to conduct any inspections Consultant has agreed to perform pursuant to the terms of this Agreement. Consultant shall be solely liable for said inspections performed by Consultant. Consultant shall certify in writing to the City as to the completeness and accuracy of each inspection required to be conducted by Consultant hereunder.

5. Services. The project or services set forth in Exhibit "A" shall be performed to the full satisfaction and approval of the City. In the event that the project or services set forth in Exhibit "A" are itemized by price in Exhibit "C", the City in its sole discretion may, upon notice to Consultant, delete certain items or services set forth in Exhibit "A", in which case there shall be a corresponding reduction in the amount of compensation paid to Consultant. City shall furnish Consultant to the extent available, with any City standards, details, specifications and regulations applicable to the Project and necessary for the performance of Consultant's services hereunder. Notwithstanding the foregoing, any and all additional data necessary for design shall be the responsibility of Consultant.

6. Records. Consultant, including any of its subcontractors shall maintain full and complete documents and records, including accounting records, employee time sheets, work papers, and correspondence pertaining to the project or services set forth in Exhibit "A". Consultant, including any of its subcontractors shall make such documents and records available for City review or audit upon request and reasonable notice, and shall keep such documents and records, for at least four (4) years after Consultant's completion of performance of this Agreement.

Copies of all pertinent reports and correspondence shall be furnished to the City for its files.

7. Changes and Extra Work. All changes and/or extra work under this Agreement shall be performed and paid for in accordance with the following:

Only the City Council, City Manager, or the Department Head responsible for the administration of, or supervision of the scope of work under, this Agreement may 1402
3 authorize extra and/or changed work. Consultant expressly recognizes that other City personnel are without authorization to either order extra and/or changed work or waive contract requirements. Failure of Consultant to secure the written authorization for such extra and/or changed work shall constitute a waiver of any and all right to adjustment in contract price due to such unauthorized work and Consultant thereafter shall be entitled to no compensation whatsoever for performance of such work.

If Consultant is of the opinion that any work which Consultant has been directed to perform is beyond the scope of this Agreement and constitutes extra work, Consultant shall promptly notify the City of the fact. The City shall make a determination as to whether or not such work is, in fact, beyond the scope of this Agreement and constitutes extra work. In the event that the City determines that such work does constitute extra work, City shall provide extra compensation to Consultant on a fair and equitable basis. A written amendment providing for such compensation for extra work shall be executed by Consultant and the City.

8. Additional Assistance. If this Agreement requires Consultant to prepare plans and specifications, Consultant shall provide assistance as necessary to resolve any questions regarding such plans and specifications that may arise during the period of advertising for bids, and Consultant shall issue any necessary addenda to the plans and specifications as requested. In the event Consultant is of the opinion that City's requests for addenda and assistance is outside the scope of normal services, the parties shall proceed in accordance with the changes and extra work provisions of this Agreement.

9. Professional Ability. Consultant acknowledges, represents and warrants that Consultant is skilled and able to competently provide the services hereunder, and possesses all professional licenses, certifications, and approvals necessary to engage in its occupation. City has relied upon the professional ability and training of Consultant as a material inducement to enter into this Agreement.

Consultant shall perform in accordance with generally accepted professional practices and standards of Consultant's profession.

10. Business License. Consultant shall obtain a Redondo Beach Business License before performing any services required under this Agreement. The failure to so obtain such license shall be a material breach of this Agreement and grounds for immediate termination by City; provided, however, that City may waive the business license requirement in writing under unusual circumstances without necessitating any modification of this Agreement to reflect such waiver.

11. Termination Without Default. Notwithstanding any provision herein to the contrary, the City may, in its sole and absolute discretion and without cause, terminate this Agreement at any time prior to completion by Consultant of the project or services hereunder, immediately upon written notice to Consultant. In the event of any such termination, Consultant shall be compensated for: (1) all 1403
4 authorized work satisfactorily performed prior to the effective date of termination; and (2) necessary materials or services of others ordered by Consultant for this Agreement, prior to Consultant’s receipt of notice of termination, irrespective of whether such materials or services of others have actually been delivered, and further provided that Consultant is not able to cancel such orders. Compensation for Consultant in such event shall be determined by the City in accordance with the percentage of the project or services completed by Consultant; and all of Consultant's finished or unfinished work product through the time of the City's last payment shall be transferred and assigned to the City. In conjunction with any termination of this Agreement, the City may, at its own expense, make copies or extract information from any notes, sketches, computations, drawings, and specifications or other data, whether complete or not.

12. Termination in the Event of Default. Should Consultant fail to perform any of its obligations hereunder, within the time and in the manner provided or otherwise violate any of the terms of this Agreement, the City may immediately terminate this Agreement by giving written notice of such termination, stating the reasons for such termination. Consultant shall be compensated as provided immediately above, provided, however, there shall be deducted from such amount the amount of damages if any, sustained by the City by virtue of Consultant's breach of this Agreement.

13. Conflict of Interest. Consultant acknowledges, represents and warrants that Consultant shall avoid all conflicts of interest (as defined under any federal, state or local statute, rule or regulation, or at common law) with respect to this Agreement. Consultant further acknowledges, represents and warrants that Consultant has no business relationship or arrangement of any kind with any City official or employee with respect to this Agreement. Consultant acknowledges that in the event that Consultant shall be found by any judicial or administrative body to have any conflict of interest (as defined above) with respect to this Agreement, all consideration received under this Agreement shall be forfeited and returned to City forthwith. This provision shall survive the termination of this Agreement for one (1) year.

14. Indemnity. To the maximum extent permitted by law, Consultant hereby agrees, at its sole cost and expense, to defend protect, indemnify, and hold harmless the City, its elected and appointed officials, officers, employees, volunteers, attorneys, and agents (collectively “Indemnitees”) from and against any and all claims, including, without limitation, claims for bodily injury, death or damage to property, demands, charges, obligations, damages, causes of action, proceedings, suits, losses, stop payment notices, judgments, fines, liens, penalties, liabilities, costs and expenses of every kind and nature whatsoever, in any manner arising out of, incident to, related to, in connection with or arising from any act, failure to act, error or omission of Consultant’s performance or work hereunder (including any of its officers, agents, employees, Subcontractors) or its failure to comply with any of its obligations contained in the Agreement, or its 1404
5 failure to comply with any current or prospective law, except for such loss or damage which was caused by the sole negligence or willful misconduct of the City. Notwithstanding the foregoing, nothing in this Section 14 shall be construed to encompass Indemnitees’ active negligence to the limited extent that this Agreement is subject to Civil Code Section 2782(b). Consultant’s obligation to indemnify shall not be restricted to insurance proceeds, if any, received by Consultant or Indemnitees. This indemnification obligation shall survive this Agreement and shall not be limited by any term of any insurance policy required under this Agreement.
a. Nonwaiver of Rights. Indemnitees do not and shall not waive any rights that they may possess against Consultant because the acceptance by City, or the deposit with City, of any insurance policy or certificate required pursuant to this Agreement.
b. Waiver of Right of Subrogation. Consultant, on behalf of itself and all parties claiming under or through it, hereby waives all rights of subrogation and contribution against the Indemnitees.

15. Insurance. Consultant shall comply with the requirements set forth in Exhibit "D." Insurance requirements that are waived by the City's Risk Manager do not require amendments or revisions to this Agreement.

16. Non-Liability of Officials and Employees of the City. No official or employee of the City shall be personally liable for any default or liability under this Agreement.

17. Compliance with Laws. Consultant shall comply with all federal, state and local laws, statutes, ordinances, rules and regulations, and the orders and decrees of any courts or administrative bodies or tribunals, with respect to this Agreement, including without limitation all environmental laws, employment laws, and nondiscrimination laws. a. Acknowledgement. Consultant acknowledges that eight (8) hours labor constitutes a legal day’s work. Consultant shall comply with and be bound by Labor Code Section 1810. Consultant shall comply with and be bound by the provisions of Labor Code Section 1813 concerning penalties for workers who work excess hours. Consultant shall, as a penalty to the City, forfeit twentyfive dollars ($25) for each worker employed in the performance of this Agreement by the Consultant or by any subcontractor for each calendar day during which such worker is required or permitted to work more than eight (8) hours in any one (1) calendar day and forty (40) hours in any one calendar week. Pursuant to Labor Code section 1815, work performed by employees of Consultant in excess of 8 hours per day, and 40 hours during any one week shall be permitted upon public work upon compensation for all hours worked in excess of 8 hours per day at not less than 11/2 times the basic rate of pay. For every subcontractor who will perform work on the project, Consultant shall be 1405
6 responsible for such subcontractor’s compliance with Labor Code Sections 1810, 1813 and 1815, and Consultant shall include in the written contract between it and each subcontractor copies of Labor Code Sections 1810, 1813 and 1815 and a requirement that each subcontractor shall comply with these aforementioned sections. Consultant shall be required to take all actions necessary to enforce such contractual provisions and ensure subcontractor’s compliance, including without limitation, conducting a periodic review of the certified payroll records of the subcontractor and upon becoming aware of the failure of the subcontractor comply with Labor Code Sections 1810, 1813 and 1815, Consultant shall diligently take corrective action to halt or rectify the failure.
b. Prevailing Wages. City and Consultant acknowledge that this project is a public work to which prevailing wages apply. Consultant shall comply with the Agreement to Comply with California Labor Law Requirements set forth in Exhibit “E”, which is attached hereto and incorporated by reference.

18. Limitations upon Subcontracting and Assignment. Consultant acknowledges that the services which Consultant shall provide under this Agreement are unique, personal services which, except as otherwise provided herein, Consultant shall not assign or sublet to any other party without the prior written approval of City, which approval may be withheld in the City's sole and absolute discretion. In the event that the City, in writing, approves any assignment or subletting of this Agreement or the retention of subcontractors by Consultant, Consultant shall provide to the City upon request copies of each and every subcontract prior to the execution thereof by Consultant and subcontractor. Any attempt by Consultant to assign any or all of its rights under this Agreement without first obtaining the City's prior written consent shall constitute a material default under this Agreement.

The sale, assignment, transfer or other disposition, on a cumulative basis, of twenty-five percent (25%) or more of the ownership interest in Consultant or twenty-five percent (25%) or more the voting control of Consultant (whether Consultant is a corporation, limited liability company, partnership, joint venture or otherwise) shall constitute an assignment for purposes of this Agreement.

Further, the involvement of Consultant or its assets in any transaction or series of transactions (by way of merger, sale, acquisition, financing, transfer, leveraged buyout or otherwise), whether or not a formal assignment or hypothecation of this Agreement or Consultant’s assets occurs, which reduces Consultant’s assets or net worth by twenty-five percent (25%) or more shall also constitute an assignment for purposes of this Agreement.

19. Subcontractors. Consultant shall provide properly skilled professional and technical personnel to perform any approved subcontracting duties. Consultant shall not engage the services of any person or persons now employed by the City without the prior written approval of City, which approval may be withheld in the City's sole and absolute discretion.
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7 20. Integration. This Agreement constitutes the entire agreement between the parties concerning the subject matter hereof and supersedes any previous oral or written agreement; provided, however, that correspondence or documents exchanged between Consultant and City may be used to assist in the interpretation of the exhibits to this Agreement.

21. Amendment. This Agreement may be amended or modified only by a subsequent written amendment executed by both parties.

22. Conflicting Provisions. In the event of a conflict between the terms and conditions of this Agreement and those of any exhibit or attachment hereto, this Agreement proper shall prevail. In the event of a conflict between the terms and conditions of any two or more exhibits or attachments hereto, those prepared by the City shall prevail over those prepared by Consultant.

23. Non-Exclusivity. Notwithstanding any provision herein to the contrary, the services provided by Consultant hereunder shall be non-exclusive, and City reserves the right to employ other contractors in connection with the project.

24. Exhibits. All exhibits hereto are made a part hereof and incorporated herein by reference; provided, however, that any language in Exhibit "A" which does not pertain to the project description, proposal, or scope of services (as applicable) to be provided by Consultant, or any corresponding responsibilities of City, shall be deemed extraneous to, and not a part of, this Agreement.

25. Time of Essence. Time is of the essence of this Agreement.

26. Confidentiality. To the extent permissible under law, Consultant shall keep confidential its obligations hereunder and the information acquired during the performance of the project or services hereunder.

27. Third Parties. Nothing herein shall be interpreted as creating any rights or benefits in any third parties. For purposes hereof, transferees or assignees as permitted under this Agreement shall not be considered "third parties."

28. Governing Law and Venue. This Agreement shall be construed in accordance with the laws of the State of California without regard to principles of conflicts of law. Venue for any litigation or other action arising hereunder shall reside exclusively in the Superior Court of the County of Los Angeles, Southwest Judicial District.

29. Attorneys’ Fees. In the event either party to this Agreement brings any action to enforce or interpret this Agreement, the prevailing party in such action shall be entitled to reasonable attorneys’ fees (including expert witness fees) and costs.

This provision shall survive the termination of this Agreement. 1407
8 30. Claims. Any claim by Consultant against City hereunder shall be subject to Government Code §§ 800 et seq. The claims presentation provisions of said Act are hereby modified such that the presentation of all claims hereunder to the City shall be waived if not made within six (6) months after accrual of the cause of action.

31. Interpretation. Consultant acknowledges that it has had ample opportunity to seek legal advice with respect to the negotiation of this Agreement. This Agreement shall be interpreted as if drafted by both parties.

32. Warranty. In the event that any product shall be provided to the City as part of this Agreement, Consultant warrants as follows: Consultant possesses good title to the product and the right to transfer the product to City; the product shall be delivered to the City free from any security interest or other lien; the product meets all specifications contained herein; the product shall be free from material defects in materials and workmanship under normal use for a period of one (1) year from the date of delivery; and the product shall be fit for its intended purpose(s). Notwithstanding the foregoing, consumable and maintenance items (such as light bulbs and batteries) shall be warranted for a period of thirty (30) days from the date of delivery. All repairs during the warranty period shall be promptly performed by Consultant, at Consultant's expense, including shipping.

Consultant shall not be liable under this warranty for an amount greater than the amount set forth in Exhibit "C" hereto.

33. Severance. Any provision of this Agreement that is found invalid or unenforceable shall be deemed severed, and all remaining provisions of this Agreement shall remain enforceable to the fullest extent permitted by law.

34. Authority. City warrants and represents that upon City Council approval, the Mayor of the City of Redondo Beach is duly authorized to enter into and execute this Agreement on behalf of City. The party signing on behalf of Consultant warrants and represents that he or she is duly authorized to enter into and execute this Agreement on behalf of Consultant, and shall be personally liable to City if he or she is not duly authorized to enter into and execute this Agreement on behalf of Consultant.

35. Waiver. The waiver by the City of any breach of any term or provision of this Agreement shall not be construed as a waiver of any subsequent breach.

SIGNATURES FOLLOW ON NEXT PAGE
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9 IN WITNESS WHEREOF, the parties have executed this Agreement in Redondo Beach, California, as of this 14th day of February, 2023.

CITY OF REDONDO BEACH, STELLEN DESIGN LLC,
a chartered municipal corporation a California limited liability company __ __ __ By: ________________________
William C. Brand, Mayor Name:________________________
Title: ________________________
ATTEST: APPROVED: ____________________________ ____________________________ Eleanor Manzano, City Clerk Diane Strickfaden, Risk Manager APPROVED AS TO FORM: ____________________________ Michael W. Webb, City Attorney 1409
10 EXHIBIT "A"

SCOPE OF SERVICES
CONSULTANT’S DUTIES
Consultant shall perform design services on the City’s logo redesign project as set forth below.

A. Phase 1 Strategy and Planning: Consultant shall:

1. Provide three hours of strategy planning with City representatives.

2. Provide four (20 min) stakeholder interviews conducted by Consultant.

3. Provide Market Research, Discovery, Audit and Competitive Analysis.

4. Provide three (3) Resident Archetypes.

5. Provide “We Are” statements and “We Are Not” statements.

B. Phase 2 Creative: Consultant shall:

1. Provide two Brand directions

2. Provide three logo designs with applications based on the chosen direction

3. Provide five rounds of revisions to the City’s chosen logo design

4. Provide final exports in various formats, including but not limited to, EPS, JPEG, PNG, AI, and SVG.

5. Provide different fonts and colors.
a. Provide two color pallet options to choose from
b. Upon City’s request, purchase a license for the fonts.

6. Provide four additional brand supporting items, each with two rounds of revisions (e.g. social media templates, business card, letterhead, etc.).

C. Phase 3 Documenting/Delivering/Consulting: Consultant shall:

1. Provide a twenty page Brand Guide.

2. Provide final logo files in print and digital ready formats.

3. Provide 5 hours of meetings and consulting time through the term of this Agreement.

4. Provide an off boarding video.
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11 EXHIBIT "B"

SCHEDULE FOR COMPLETION
TERM. This Agreement shall commence on February 14, 2023 and shall continue until August 13, 2023, unless otherwise terminated as herein provided. 1411
12 EXHIBIT "C"

COMPENSATION
Provided Consultant is not in default under this Agreement, Consultant shall be compensated as provided below.

A. AMOUNT. Consultant shall be paid $12,100 for the services described Exhibit “A”.

In the event the City requests additional hours for City Council and Commission meetings, Consultant shall be paid an hourly rate of $200. However, in no event shall the total amount paid to Consultant exceed $15,000.

B. METHOD OF PAYMENT. Consultant shall provide invoices to City for approval and payment. Invoices must provide the hourly rate, hours worked, dates of service, description of services performed. Invoices must be adequately detailed, based on accurate records, and in a form reasonably satisfactory to City.

Consultant may be required to provide back-up material upon request.

C. SCHEDULE FOR PAYMENT. City agrees to pay Consultant on a monthly basis and within thirty (30) days of receipt of the invoice; provided, however, that services are completed to the City’s full satisfaction.

D. NOTICE. Written notices to City and Consultant shall be given by registered or certified mail, postage prepaid and addressed to or personally served on the following parties.

Consultant: Stellen Design
20341 Eastwood Avenue
Torrance, CA 90503
Attn: Jordis Small
City: City of Redondo Beach
415 Diamond Street
Redondo Beach, CA 90277
Attn: Elizabeth Hause
All notices, including notices of address changes, provided under this Agreement are deemed received on the third day after mailing if sent by registered or certified mail. Changes in the respective address set forth above may be made from time to time by any party upon written notice to the other party. 1412
City Manager’s Logo Redesign Committee Members
Julie Fanelli, District 1 Resident:

Julie Fanelli has spent 18 years in shopping center marketing, as well as being a small business owner. She is currently a realtor with Strand Hill, which allows her to seamlessly blend her creativity, market knowledge and love for the beautiful South Bay. Julie moved to Redondo Beach seven years ago with her husband and two children. In her spare time Julie enjoys traveling, reading and spending time with her family.

Alethea Root:

Alethea Root is an award-winning producer and director. She produced the Emmy®-winning short film, A LOVE STORY. Her feature film directorial debut, PART TIME FABULOUS, streaming on Amazon, won eight film festival awards, including two Audience Choice awards, the Film4Change award, and the Exploring Humanity award. Good Side of Bad is Root’s second film as Director, Producer, Writer with producing and writing Partner Jules Bruff. Good Side of Bad was the Opening night film of Dances With Films 2023 festival in Los Angles and won the Audience Award at Festival of Cinema NYC. Root is in development on the feature film Church and State as the director and is committed to telling paradigm-shifting stories that help elevate the human condition and affect positive change. Alethea is also the Co-owner of Casa Playa Mexican Restaurant and on the board of Ten Thousand Villages in Redondo Beach.

Geoff Maleman, District 3 Resident:

Since 1995, Geoff Maleman has been the owner of Maleman Ink, an award-winning public relations firm that creates unique and custom community and government relations campaigns that improve its clients’ public image, secure development entitlements and enhance community engagement. In Redondo Beach, he works with the South Bay Galleria to collaborate with the community and help bring that project to fruition. He has served as a member of the Jefferson Elementary School PTA and is a board member of the Redondo Beach Chamber of Commerce.

He and his wife are 18-year residents of Redondo Beach, and they are the proud parents of two daughters, both RUHS graduates who are now in college, and a son, who is a junior at RUHS, where he plays for football and lacrosse.

Christine Elfalan, District 4 Resident:

Christine Elfalan and her husband made their home in Redondo Beach six years ago. Since then, their family has grown to include their daughter (4yo) and son (9mo). As a family, they love spending time with the community they've built here in Redondo. They also (especially the kids) love exploring the array of parks Redondo has to offer. Professionally, Christine holds the role of VP of Product at Impact, a prominent tech startup shaking up the entertainment industry.

Rebecca Elder, District 5 Resident:

Rebecca Elder grew up in the South Bay and has lived and worked in Redondo Beach since 2006. She and her husband are active in the local community, especially at the schools their 2 children attend. Rebecca is passionate about her community; and can trace her family roots back to Redondo since 1905. She currently serves as the Chair of Redondo Beach Tourism. 1413
Question 1
Question What is your age range?
Respondents 210
Answers Votes %
18‐24 3 1.4%
25‐34 22 10.5%
35‐44 45 21.4%
45‐54 46 21.9%
55‐64 53 25.2%
65‐74 31 14.8%
75 or older 10 4.8%

Question 2
Question What field is your profession in?
Respondents 208
Answers Votes %
Healthcare 15 7.2%
Technology 32 15.4%
EducaƟon 18 8.7%
Finance 8 3.8%
MarkeƟng/AdverƟsing 19 9.1%
Law 6 2.9%
Engineering 22 10.6%
Arts/CreaƟve Industries 26 12.5%
Non‐profit/Government 24 11.5%
Retail/Customer Service 3 1.4%
Other 35 16.8%

Question 3
Question What is your connecƟon to Redondo Beach?
Respondents 207
Answers Votes %
Resident 186 89.9%
Visitor 9 4.3%
Business Owner 4 1.9%
Business Employee 8 3.9%

Question 4
Question If a resident, how long have you lived in Redon‐ do Beach?
Respondents 207
Answers Votes %
Born and Raised 20 9.7%
15+ Years 88 42.5%
10‐15 Years 21 10.1%
5‐10 Years 29 14.0%
Less than 5 Year 33 15.9%
Not Applicable 16 7.7%

Community Survey #1: Results
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Question 5
Question What makes a good logo?
Respondents 206
Answers Votes %
Simple yet memorable 160 77.7%
Complex and detailed 4 1.9%
Typographic Based (like a mono‐
gram) 5 2.4%
Timelessness 37 18.0%

Question 6
Question Which of these brands is your most favorite?
Respondents 196
Answers Votes %
Patagonia 98 50.0%
Gap 13 6.6%
Nike 69 35.2%
Gucci 16 8.2%

Question 7
Question Which personality do you relate most to Redon‐ do Beach?
Respondents 197
Answers Votes %
An authority 13 6.6%
A friend 115 58.4%
A nurturer 17 8.6%
An inspiraƟon 52 26.4%

Question 8
Question What social impact or goal from the below list is most important to you?
Respondents 191
Answers Votes %
Leaving a legacy 52 27.2%
Pursuing connecƟon 97 50.8%
Providing structure 27 14.1%
Spirituality 15 7.9%

Question 9
Question Which of the following is your favorite thing
about Redondo Beach?
Respondents 192
Answers Votes %
The beach 70 36.5%
The lifestyle 96 50.0%
The schools 10 5.2%
The people 11 5.7%
The city values 5 2.6%

Community Survey #1: Results (cont.)
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Question 10
Question Where do you go most oŌen for your groceries?
Respondents 191
Answers Votes %
Sprouts 16 8.4%
Vons 42 22.0%
Trader Joe's 113 59.2%
Whole Foods 20 10.5%

Question 11
Question Would you define Redondo Beach as an intro‐
vert or as an extravert?
Respondents 190
Answers Votes %
Introvert 95 50.0%
Extravert 95 50.0%
Community Survey #1: Results (cont.)
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Community Survey #2: Results
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Community Survey #2: Results (cont.)
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Community Survey #2: Results (cont.)
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Community Survey #3: Compromised Survey Results
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Community Survey #3: Relaunched Survey Results
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Presented By:

Jordis Small @stellendesign
Build By: