Administrative
Report
N.1., File # 24-0634 Meeting Date: 5/7/2024
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. On February 14, 2023, the City Council approved a contract with Stellen Design, LLC. (Stellen) for logo design services. Over the course of several months, Stellen met with the City Manager’s Logo Redesign Committee (Committee), comprised of Redondo Beach residents, and developed a refreshed logo design for the City Council’s consideration.
The redesigned logo was initially presented to the City Council on October 17, 2023. After a series of community meetings and continued outreach, the Council discussed the redesigned logo again on February 13, 2024. Following that discussion, the Council directed staff to launch a logo redesign competition for a period of six weeks, open to all artists and interested individuals, and to provide the competition entries to the Council for review no later than April 2024. The Council also decided to individually select and present their preferred design option as part of a follow up discussion to occur on May 7, 2024.
Overall, the City received 199 logo redesign submissions. 76 applicants participated in the competition and several offered more than one design option. The designs were delivered to City Council as part of a receive and file report on April 16, 2024.
Staff is seeking Council direction on how to move forward with the logo redesign. It is recommended the City Council either 1) approve a redesigned logo, 2) continue the redesign process and provide direction on next steps, or 3) terminate the effort and continue to utilize the existing logo and/or City seal.
BACKGROUND
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 the effort 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 for logo design services.
Since that time, a City Manager’s Logo Redesign Committee (Committee), comprised of Redondo
N.1., File # 24-0634 Meeting Date: 5/7/2024
Since that time, 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. Additionally, a series of community surveys and stakeholder interviews have been conducted. The redesigned logo was first presented to the City Council for consideration on October 17, 2023, where staff was directed to prepare cost estimates for citywide brand implementation, conduct additional educational outreach sessions at future Council Member district meetings, and return at a later date with logo color alternatives.
After a series of community meetings and continued outreach, the Council discussed the redesigned logo again on February 13, 2024. Following the discussion, the Council directed staff to launch a logo redesign competition for a period of six weeks and to provide all competition entries to the Council for review no later than April 2024. Council also elected to schedule a follow up discussion for May 7, 2024, where each Council Member would present their preferred logo redesign option.
The Logo Redesign Competition closed on April 8, 2024. Overall, there were 199 design entries which were submitted to the Council as part of the April 16, 2024 agenda packet and have also been attached to this report.
As mentioned above, staff is seeking Council direction on how to move forward with the logo redesign. It is recommended the City Council either 1) approve a redesigned logo, 2) continue the redesign process and provide direction on next steps, or 3) terminate the effort and continue to utilize the existing logo and/or City seal.
COORDINATION
The logo redesign process was coordinated by the Logo Redesign Committee and included a series of community outreach efforts. The City Manager’s Office coordinated the preparation of this report.
FISCAL IMPACT
Specific funds for the logo redesign project were not appropriated in the FY 2022-23 or FY 2023-24 Budget. The costs of the design contract with Stellen and the competition platform fee were covered by funding in the City Manager’s Office annual budget.
APPROVED BY:
Mike Witzansky, City Manager
ATTACHMENTS
· City of Redondo Beach Logo Redesign Competition - Entries