July 28, 2026
PORT
Economic Development
DATE: July 28, 2026
TO: Mayor Martinez and Members of the City Council
FROM:
Charles Gerard, Port Director
Subject:
Contract with Michael Schwab Studio for Port Visual
Identity and Logo Design Services
FINANCIAL IMPACT: The proposed $40,000 expenditure is included within the approved Fiscal Year 2026-2027 Port Enterprise Fund
budget (Account String: 40161080-400201). There is no
impact on the General Fund.
PREVIOUS COUNCIL
ACTION:
None.
STATEMENT OF THE
ISSUE:
A strong and professionally developed Port graphic logo that reflects Port’s history, mission, and future direction will help consolidate interest as the Port invests in
infrastructure, economic development, environmental
sustainability and business attraction. The brand identity will provide consistent and long-term standard across
facilities, signage, vehicles, digital communications,
marketing material, grant applications, and business
development efforts.
RECOMMENDED ACTION:
APPROVE a contract with Michael Schwab Studio for
visual identity and logo design services for an amount of $40,000, for a term of July 28, 2026, through June 30,
2027 – Economic Development Department (Charles
Gerard 510-620-6792).
AGENDA
REPORT
July 28, 2026
DISCUSSION:
The Port of Richmond is one of California's oldest and most historically significant working waterfronts. Established as a major maritime gateway and internationally recognized for the Henry J. Kaiser Shipyards during World War II, the Port today serves as a critical center for automobile imports, bulk cargo, industrial manufacturing, logistics, and emerging clean energy industries. As the Port continues to modernize its facilities and expand economic opportunities, its public identity should communicate both its historic legacy and its future vision.
Recognizing this opportunity, the Port issued a Request for Proposal (RFP) on May 12, 2026, seeking qualified design firms capable of creating a timeless, iconic, and highly recognizable visual identity (Attachment 1). The RFP emphasized that the selected consultant should produce a visual identity system that is simple, enduring, adaptable across numerous applications, and reflective of Richmond's maritime heritage and industrial strength. The Port specifically sought a design that could remain effective for decades while functioning across architecture, signage, vehicles, digital platforms, printed materials, apparel, and equipment.
Although logos are often viewed as a graphic element, they are fundamentally strategic assets for public agencies. A well-designed visual identity:
Creates immediate recognition and credibility with businesses, shipping lines, investors, grant agencies, visitors, and the public.
Reinforces the Port's reputation as a modern, professionally managed public enterprise.
Provides a consistent identity across all public communications and physical assets.
Improves the effectiveness of economic development and business recruitment efforts.
Enhances community pride by establishing a recognizable civic symbol representing Richmond's waterfront.
Reduces long-term design costs by establishing standardized branding and graphic standards that can be consistently applied over many years.
Many of the world's most respected transportation agencies, airports, transit systems, and seaports rely upon timeless visual identities that have remained recognizable for decades. Successful civic logos become enduring public assets that transcend individual administrations while reinforcing institutional stability and public confidence.
Following release of the RFP, the Port contacted six regionally recognized graphic design firms with extensive experience in institutional branding. Two complete proposals were received by the June 9, 2026, deadline (Attachment 2):
Michael Schwab Studio
Strohl, Inc.
July 28, 2026
Both firms demonstrated exceptional qualifications. Michael Schwab Studio is internationally recognized for creating iconic visual identities for public agencies, parks, wineries, transportation organizations, and civic institutions. His work emphasizes simplicity, timelessness, and long-term recognition. The proposal included a structured three-phase design process culminating in complete ownership of all logo rights by the City of Richmond upon completion. The total fixed fee is $40,000.
Strohl, Inc. presented an impressive proposal emphasizing research, stakeholder engagement, and contemporary brand strategy, supported by nationally recognized work for organizations including Google Gemini and Axiom Space. Their proposal demonstrated strong creative capabilities and a thoughtful approach centered on longevity, emotional connection, and institutional identity. The total fixed fee is $48,000.
The Port evaluation committee reviewed both proposals using the evaluation criteria established in the RFP. After reviewing qualifications, project approach, experience, creative philosophy, proposed deliverables, and overall value, the committee determined that Michael Schwab Studio represented the best overall fit for the Port of Richmond (Attachment 3). The committee concluded that Mr. Schwab's decades of experience creating iconic civic and institutional identities aligned particularly well with the Port's objective of developing a timeless visual identity that will serve the organization for generations.
The proposed agreement includes research, concept development, stakeholder review, refinement of selected concepts, final production artwork, multiple logo variations, and complete ownership of the final design by the City of Richmond.
In conclusion, the Port of Richmond is undergoing significant transformation through infrastructure investment, environmental initiatives, economic development, and business expansion. A professionally developed visual identity represents a relatively modest investment that will provide lasting value by strengthening the Port's public image, improving marketing and communications, supporting business recruitment, and creating a recognizable civic symbol that reflects both Richmond's maritime heritage and its future aspirations.
City staff therefore recommend the City Council approve the contract with Michael Schwab Studio for visual identity and logo design services for an amount of $40,000, for a term of July 28, 2026, through June 30, 2027.
Michael Schwab sample graphics:
July 28, 2026
SYNERGISTIC POLICIES:
Approval of this agreement advances several City and Port objectives, including:
Economic Development through improved business recruitment and marketing. Community Engagement by creating a recognizable public identity for the Port. Organizational Excellence through consistent communications and professional branding.
Preservation of Richmond's maritime heritage while positioning the Port for future economic growth.
DOCUMENTS ATTACHED:
Attachment 1 – Request for Proposals (RFP)
Attachment 2 – Bid Summary
Attachment 3 – Scoring Matrix
Attachment 4 – Contract