City of San Pablo
ECONOMIC DEVELOPMENT
BRAND RESEARCH
SUMMARY
Introduction .................................2
Research Summary .....................8
Methods ..............................................................8 Themes ..............................................................10 Other Sub-brand Considerations .................15
Recommendations for
Brand Development ..................16
How Themes Relate to Branding ................16
The Economic Development Corridors .......18
Outside the Corridors ....................................20 Survey Summary .......................21
Next Steps / Conclusion ..........24
Appendix: Survey Responses .......................25
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INTRODUCTION
This Brand Research Summary gathers up the research and outreach done in advance of specific economic development brand creation, for use in conjunction with existing City of San Pablo branding, and to better convey what San Pablo is now and where it is headed.
THE EXISTING CITY OF SAN PABLO BRAND IS STRONG
The placemaking and development branding is not meant to replace the over-arching City of San Pablo brand that is strong and well entrenched. Rather, it collates research and outreach that suggest visuals and language to drive overall development efforts and and celebrate the identity of different parts of the City.
Brand
Language
& Visuals
Brand
Language
& Visuals
Brand
Language
& Visuals
Economic Development
& Placemaking
GOALS OF SAN PABLO’S ECONOMIC DEVELOPMENT SUB-BRAND
Brand Language and Visuals
San Pablo is a city made up of parts, each with its own character and promise. This economic development branding effort aims to give those parts a shared voice—language that’s consistent and grounded, and visuals that people can recognize and trust. The goal is to support the City’s larger vision by helping it speak clearly to businesses, developers, and residents alike. Strong brand language will enable compelling storytelling that builds visibility and engagement, while a coordinated logo and sub-brand system will provide recognizable, adaptable assets to represent the City’s initiatives. This summary distills key insights from stakeholder engagement and research, offering the thematic foundation for the brand system to come, positioning San Pablo as a destination for business and investment, and supporting placemaking efforts that strengthen identity, pride, and cohesion across its diverse economic zones.
Limits of this Summary
It should be noted that this Summary is not a
scientific analysis, nor is it an official San Pablo
document. This Summary is a collation of input
from various stakeholders; it reflects insights
and themes that will guide the augmentation of
San Pablo’s identity for economic development.
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TWO LENSES
Placemaking vs. Development Positioning
The ultimate goal of this economic branding project is to develop visual markers and thematic descriptors to position the City’s ongoing development efforts. To that end, this summary views its findings through two lenses: placemaking and development positioning.
1. Placemaking
Placemaking focuses on the identity, visibility, and cohesion of San Pablo’s distinct economic areas. It is more about how locals and visitors perceive and engage with different places in the City.
Placemaking can refer to the sense of place or identity associated with a geographic location, the sense of community and belonging experienced by visitors or residents, as well as their everyday enjoyment there and the history and storytelling that the area is built upon. In evaluating San Pablo’s economic development brand, placemaking informs the cultural and experiential context of the City and its economic corridors.
2. Development Positioning
Development positioning focuses on the traditional goals of economic development: increasing commerce, supporting existing businesses, and attracting new businesses and development to the city. The development perspective can consider a location’s opportunity and growth potential, how business-friendly its environment is, its status in terms of innovation and industry and its independent strength among local spaces. These apply to the City’s investment in local initiatives and the communications that support strategic plans.
ECONOMIC DEVELOPMENT IN SAN PABLO
This economic development placemaking and branding is
motivated by City goals outlined in the Economic Development Strategy released June, 2024. Further, there is a Rumrill Corridor Plan currently under review, and both San Pablo Avenue and 23rd Street have older Specific Plans (2011 and 2007 respectively).
Economic Development Strategy
(2024)
The EDS briefly mentions the need for clearer
communication and marketing of San Pablo.
This Summary of outreach and research lays
the groundwork for this, proposing a place-
based narrative and modular brand system
to tell San Pablo’s story more cohesively.
In particular, the EDS calls for targeted
revitalization and investment in San Pablo Avenue, 23rd Street, and Rumrill Boulevard—the next phase of branding work will directly mirror this by proposing a brand system tailored to each corridor’s character.
Rumrill Corridor Plan (2025)
The Rumrill Corridor Plan outlines a vision
for walkable, mixed-use development
that balances job growth with community
character. This branding summary supports
that vision by identifying Rumrill as a corridor
in transition—one where visual branding and
placemaking will play a key role in shaping
identity and signaling investment readiness. The corridor’s current “disconnected” feel and safety concerns are echoed in stakeholder input, reinforcing the Plan’s call for physical and perceptual improvements. Branding will complement the Rumrill Plan by helping residents and businesses see the area not only as a resource center but as a place with momentum, potential, and renewed identity.
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Demographic Overview
The City of San Pablo has a significant
Hispanic population, with 61% of
residents identifying as Hispanic
or Latino (of any race). 15% of the
population is made up of Asian residents,
and 12% of residents are Black or African
American. The City also has a significant
immigrant population contributing to its
cultural makeup and diversity. As of 2023,
40.8% of San Pablo residents were born
outside of the United States.
64% of residents are between the ages of
18 and 64, though the City has a notable
youth population with 25% of residents
under 18, contributing to a family-
oriented community and culture.
Construction, Retail Trade and
Accommodation & Food Services are
the most popular industries among San
Pablo residents’ professions, though the
average commute time of 32.9 minutes
indicates that residents’ employment
contributes to economic landscapes
beyond San Pablo.
RELEVANT CITY OF SAN PABLO CONTEXT
The City of San Pablo is a residential and business community in Contra Costa County, California, developing from one of the oldest Spanish settlements in the region. It is home to more than 29,000 individuals across approximately three square miles.
Regional Context
San Pablo is located between the cities of
Pinole, Richmond, El Cerrito and Hercules
on the west end of Contra Costa County.
Richmond has a larger footprint and a
mixed reputation that is often wrongly
applied to San Pablo. Independently,
the City has made strides in fostering
a cleaner, safer environment in recent
years. Situated in close proximity to San
Francisco, Oakland, and the wider Bay
Area, San Pablo is sometimes overlooked.
Even regionally, the City is sometimes
confused with San Pablo Avenue or even
San Pablo Dam. While residents take pride
in their home city, there is room for San
Pablo to improve how residents engage
with local business areas, and make a
more distinctive name for the City in its
regional context.
Relevant City Areas
This Summary references specific areas of
the City of San Pablo relevant to economic
development.
The three economic development corridors:
23rd Street Corridor
Rumrill Corridor
San Pablo Avenue Corridor
Towne Center
San Pablo Lytton Casino
Civic Center Area
College Center
Other places of note
Old City Hall, Blume House,
Alvarado Adobe
Contra Costa College
Community Hall
San Pablo Dam Road /
Princeton Plaza
Wildcat Creek
Schools & Churches
LOCAL AND SUBREGIONAL CONTEXT
Most of San Pablo’s immediate neighbors (Pinole, El Cerrito, and Hercules) do not currently maintain standalone economic development brands or coordinated visual identities tied specifically to business attraction or corridor revitalization. In these cities, economic development often exists as a subsection of broader city operations, with minimal marketing presence, inconsistent design language, and limited narrative framing around place-based economic identity.
Pinole acknowledges marketing and branding as a top priority in its Economic Development Strategy, but has not yet translated that priority into a recognizable public-facing brand.
El Cerrito and Hercules provide basic business resources on their city websites, but economic development messaging is not clearly differentiated from municipal functions or community services.
Richmond, while not maintaining a citywide economic development brand, has invested in corridor-level placemaking and district identity, particularly through initiatives like the Richmond Main Street Initiative, which demonstrates how nonprofits and partnerships can activate economic storytelling from the ground up.
In this environment, San Pablo has the ability to differentiate itself—using branding that visually stands out, and by offering a more cohesive, narrative-driven approach that connects local culture, small business ecosystems, and redevelopment priorities under a unified banner.
REGIONAL INFLUENCES AND AMPLIFIERS
Beyond immediate neighbors, regional actors like the East Bay Economic Development Alliance (East Bay EDA) help shape the broader economic narrative of the East Bay. While EDA does not engage in city-level branding, its work through data, reports, and promotional platforms, establishes a regional framework grounded in themes of innovation, equity, and inclusive growth. Cities that align with or reflect these themes in their own messaging are more likely to be seen as forward-thinking and investment-ready within the regional ecosystem.
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REGIONAL ECONOMIC DEVELOPMENT BRANDING AND NARRATIVES IN ACTION With that context in mind, the following examples from San Leandro, Hayward, and Oakland offer insights into how East Bay cities, chambers and non-profits are using branding to promote economic opportunity, define identity, invite engagement, and reshape perception.
San Leandro has invested in a
distinct and forward-facing
economic development identity.
San Leandro Next is San Leandro’s
formal, City-supported Economic
Development brand.
Aimed at repositioning the city as tech-
forward and innovation-ready while
retaining community values.
Dedicated Facebook page: San Leandro
Next Facebook (active since 2013).
Next-Generation Workplace District
Study. Rooted in 2013 planning to
transform industrial zones into
innovation hubs and introduced
the marketing theme concept “We
Make Things” to signal support for
makerspaces, breweries, container-park
dining.
In July 2025, launched the Innovation
Action Plan, as part of the City’s updated
2024 Economic Development Strategy,
focused on: marketing & business
attraction, regulatory streamlining,
access to grants & incentives, and
growth support for local firms.
Key visuals in the Economic Development
strategy focused on artistic expression
Hayward integrates economic development
into a broader civic brand.
“Rise With Us” has framed Hayward’s
growth narrative since 2015.
Citywide Brochure
Sector Brochures
Primary Tagline: “Rise With Us” /
#HaywardUpward
The 2024–2025 Economic Development
Strategic Plan prioritizes corridor
revitalization, downtown activation,
workforce development. Notable
programs include:
Hashtag Hayward Grant Program –
storefront murals, branding, and signage
improvements.
Business Friendly Hayward – July 2025
initiative to simplify permitting and
improve corridor aesthetics.
The earlier brand (“Heart of the Bay”)
was phased out for lack of resonance.
Oakland uses a modular identity system
that reflects a diversity of neighborhoods.
Oakland’s placemaking brand is a
tapestry woven together by the City,
the Chamber, Business Improvement
Districts, Community Benefits Districts
and other nonprofits. Some sub-brands
map back to the main City brand, while
others maintain distinct visual identities
that speak to their unique character.
Examples at: Oakland BID Alliance
Visually aligned with City of Oakland:
Oaklandish is a vibrant grassroots brand
embraced by the public and known for
its creative, local-pride merchandise. The
City of Oakland brand is also reflected in
Oakland Downtown and Oakland Central.
Visually distinct: some of Oakland’s
places highlight diversity (e.g. Temescal/
Telegraph and Koreatown/Northgate).
Other places reflect how the district
looks and feels (e.g. The Laurel District,
Jack London, and Montclair Village).
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Richmond does not have a centralized
economic development brand but
demonstrates place-based branding through
nonprofit and corridor-level initiatives:
Richmond Main Street Initiative: focuses
on Downtown revitalization, public art,
small business support, and cultural
events. Aimed at reinforcing cultural
identity, economic opportunity, and local
pride, while addressing perceptions of
disinvestment. Visual identity includes a
RMSI logo and community murals.
Regional Opportunity
Taken together, the regional landscape presents
a compelling case for San Pablo to lead. Looking
outside of San Pablo, one must go as far as Oakland
and Berkeley to find placemaking powerhouses.
With neighboring cities still developing their
branding strategies or relying on limited corridor-
level efforts, San Pablo has a rare opportunity
to define itself through a clear, consistent, and
culturally grounded economic identity. By building
on local strengths, aligning with broader regional
themes, and taking cues from cities that have
effectively used branding to shift perception and
drive investment, San Pablo can position itself as a
city of momentum, character, and community pride.
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Participants included:
City department leaders with long-
standing tenures and involvement in
community engagement and planning.
Members of the Economic Development
Corporation Board and local
foundations.
Local business representatives
overseeing key retail and commercial
centers.
Residents and volunteers with decades
of involvement in San Pablo’s civic and
cultural life.
Youth and community advocates
active in neighborhood programming,
recreation, and education.
Regional economic development
professionals with ties to San Pablo’s
workforce and commercial ecosystem.
These conversations explored themes
such as public perception of San Pablo’s
economic corridors, the city’s brand
identity, the existing business climate,
and potential strategies for continued
development.
RESEARCH SUMMARY
Methods
To develop a grounded understanding of
San Pablo’s current economic landscape,
brand perception, and potential for
growth, Tripepi Smith employed a
qualitative research approach combining
stakeholder interviews, focus groups, and
immersive fieldwork. This methodology
was designed to capture a wide spectrum
of local perspectives, from civic leaders
and business owners to long-term
residents and youth representatives.
Stakeholder Interviews
and Focus Groups
Tripepi Smith conducted individual
interviews with three key stakeholders and
facilitated three focus groups, engaging a
total of 12 participants. These individuals
represent a cross-section of San Pablo’s
civic, business, and community sectors.
Collectively, they offered insight into how
the city is currently perceived, where
growth opportunities lie, and what values
are central to the San Pablo community.
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Corridor Tour and Informal Interviews
To deepen the team’s understanding
of San Pablo’s economic corridors
and capture real-time community
perspectives, Tripepi Smith conducted a
day-long corridor tour across key parts
of the city. This immersive fieldwork was
paired with a series of informal interviews
to gather unfiltered input from residents,
students, workers, and small business
employees.
The corridor tour focused on areas central
to San Pablo’s economic activity, cultural
identity, and civic infrastructure. At each
stop, the team observed the physical
environment, assessed the character
and condition of commercial areas, and
engaged in spontaneous conversations
with individuals familiar with the
community’s day-to-day rhythms. These
engagements surfaced insights about
economic development opportunities,
public perception, and community needs.
Key activities and engagements included:
College Center and Contra Costa College:
Spoke with a student at Starbucks
to discuss youth experiences in San
Pablo. Explored the surrounding area
and campus art gallery to observe
cultural integration and connectivity to
commercial zones.
San Pablo Avenue: Conducted on-foot
observations of pedestrian activity,
business conditions, and public realm
characteristics. Evaluated potential
for placemaking and infrastructure
improvements.
San Pablo Towne Center: Interviewed the
shopping plaza’s security guard, gaining
perspective on foot traffic patterns,
safety perceptions, and retail dynamics.
San Pablo Lytton Casino: Briefly visited
to assess audience scale and the
facility’s role as a major economic
anchor in the city.
Old City Hall: Toured the neighborhood
of modest, well-kept homes. Noted
bougainvillea, roses and wrought iron
fences of this residential neighborhood
conveniently tucked between Rumrill and
23rd Street.
Rumrill Corridor: Held informal
interviews with employees at R&R’s Café
and This and That, Inc., who shared
reflections on neighborhood changes
and customer demographics. Explored
adjacent parks and the sports complex
to better understand recreational assets
and family engagement.
23rd Street Corridor: Interacted with
patrons and staff at a Central American
restaurant to capture impressions of
cultural identity, economic activity, and
corridor vibrancy.
San Pablo Community Center: Spoke
with a group of middle school students
about their experiences with local
amenities, public space, and safety.
Civic Center: Visited the San Pablo
Public Library and surrounding civic
facilities to assess accessibility, design
cohesion, and civic identity. Area also
reflects strong county and medical
influence.
The tour concluded with a guided drive alongside the City’s Economic Development & Housing Manager, who provided further insight into land use priorities, development potential, and strategic focus areas across the city’s core corridors. Together, these informal conversations and in-person observations provided a rich, place-based understanding of how San Pablo is experienced by its community and how its economic identity is evolving.
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Key Insights from
Stakeholder Interviews
Stakeholder conversations with
community members, civic leaders,
youth advocates and property managers
revealed consistent and evolving themes
across San Pablo’s neighborhoods,
corridors and economic landscape.
The following themes represent the
most resonant and recurring ideas that
emerged from stakeholder interviews,
field observations, and research.
Together, they provide a framework for
building a brand system that aligns
with San Pablo’s strategic priorities—
supporting both external development
positioning and internal placemaking.
These themes will directly inform logo
strategy, sub-brand development, and
marketing content.
Each theme is presented with four
directional prompts:
Placemaking
How the brand can enhance
perception of place through
storytelling and visibility.
Development Positioning
How the brand can support economic
growth and attract investment.
Brand Language
Key phrases or tones to consider in
messaging.
Brand Visuals
Visual cues and tactics relevant to logo
design and photo imagery.
Themes
General Themes
Location, Location, Location ............................................................11 Public Safety .......................................................................................11 The Mosaic ......................................................................................... 12 Community Ownership and Business Engagement ........................ 12 Making Space for Community Connections ................................... 12 Targeted Development ......................................................................13 Facelifts ..............................................................................................13 Blend of Cultures, Coming Together ................................................ 13 Underutilized Places ......................................................................... 14 The New San Pablo ............................................................................14 Authentic San Pablo / Pride of Place............................................... 14 Branding the Economic Development Corridors
23rd Street Corridor ..........................................................................18 Rumrill Corridor .................................................................................18 San Pablo Avenue Corridor ............................................................... 19 11 Prepared by Tripepi Smith
Location, Location, Location
San Pablo sits between San Francisco Bay
and the East Bay hills, centrally positioned
along Interstate 80—one of the Bay Area’s
main arteries. Its location offers quick
access to regional job centers, ports, and
transit, while still feeling rooted in its own
distinct community landscape.
Placemaking: Emphasize San Pablo as
a connected hub with easy access but a
strong local identity.
Development Positioning: Highlight
central location, transportation corridors,
and proximity to regional economic
centers.
Brand Language: Use terms like “at
the heart of the Bay Area,” “between
the Bay and the hills,” and “rooted, yet
connected.”
Brand Visuals: Incorporate visual cues
like freeway lines, transit maps, horizon
lines, or layered topography to reflect
centrality and movement.
Public Safety
Stakeholders acknowledged past
challenges but consistently noted
improved public safety over the last
five years. Police outreach, presence
and responsiveness are praised across
business and civic voices. Cleanliness,
order and visual maintenance are seen
as core to building and sustaining this
safety. There is still work to be done
in addressing homelessness to help
elevate the perception of public safety
in San Pablo. But overall there is an
ongoing positive trend in public safety,
tied not just to police presence but to
community-based policing strategies,
including robust mental-health
partnerships, a well-respected police
department and new construction on a
cutting-edge police center.
Placemaking: Reinforce a sense of
comfort and welcome through language
focusing on clean, well-maintained, and
active public spaces.
Development Positioning: Communicate
safety as a foundation for investment,
supported by modern infrastructure and
community-centered policing.
Brand Language: Use phrases like
“growing trust,” “safe and cared-for,”
“community-first safety,” and “visible
progress.”
Brand Visuals: Convey order and
cleanliness with clear, open layouts,
inviting public space imagery
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The Mosaic
San Pablo is described as a city of
nodes (Rumrill, 23rd Street, Civic Center,
College Center, etc.) rather than one
clear downtown. Multiple stakeholders
described San Pablo as a mosaic or quilt
of nodes—civic hub, College Center,
casino, 23rd Street—with each requiring
distinct placemaking and tailored
branding, yet woven together under one
cohesive city-wide narrative.
Placemaking: Celebrate each node with
unique place-based elements while
reinforcing their connection to a shared
San Pablo identity.
Development Positioning: Promote the
city as a network of opportunity zones—
diverse, complementary, and collectively
vibrant.
Brand Language: Lean into metaphors
like “mosaic,” “quilt,” or “tapestry”;
emphasize themes of connection,
diversity, and unity-in-variety.
Brand Visuals: Use modular or
interlocking design elements that visually
connote connected, vibrant elements
Community Ownership
and Business Engagement
The City’s grassroots character is a
defining strength. From youth programs to
park naming contests, civic pride is often
expressed through small but meaningful
local efforts. Business owners, too, see
themselves as community stewards.
Stakeholders uniformly supported
economic development for San Pablo,
and existing businesses get strong
support from the San Pablo Economic
Development Corporation while the
City’s Economic Development & Housing
Division is driving a re-energized Economic
Development Strategy.
Placemaking: emphasize community-
led initiatives and the visible ways that
residents and businesses share spaces.
Development Positioning: Highlight
strong local-business support networks
and a collaborative, people-first
development culture.
Brand Language: Emphasize words like
“stewardship,” “grassroots energy,” “local
pride,” and “built together.”
Brand Visuals: Incorporate human-
scale elements—hand-drawn textures,
community photography, or symbols of
collaboration (e.g., handshake, garden,
storefront).
Making Space for
Community Connections
Stakeholders expressed a desire for
“places to go”. There’s an opportunity
to create multi-use spaces where the
community can come together. Families,
seniors and teens lack spaces for
recreation and belonging, there is a desire
for indoor facilities, gathering areas and
more programming. Placemaking efforts
in San Pablo should include branding that
highlights the benefits of coming together,
both to the community and business
environment.
Placemaking: Prioritize flexible,
inclusive nature of gathering spaces that
encourage interaction across ages and
cultures.
Development Positioning: Encourage
development that includes community
spaces as assets that boost quality of
life, foot traffic, and business vitality.
Brand Language: Use phrases like
“places to connect,” “spaces for
everyone,” “gather and grow,” and
“belonging in every corner.”
Brand Visuals: Highlight warm, active,
human visuals
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Targeted Development
While beloved local businesses abound,
stakeholders desire more service-oriented
retail, restaurant clusters, plazas with
outdoor seating and public-private
spaces that create vibrancy. Retail gaps
include childcare, hardware, furniture
and destination brands. There is growing
enthusiasm for multi-level residential
buildings with ground-floor retail or office,
a built-form strategy seen as essential to
activating corridors and creating vibrant,
walkable public spaces.
Placemaking: Highlight vibrant
corridors, active storefronts, and new
developments as part of a growing
culture of walkable, welcoming public
life.
Development Positioning: Promote
mixed-use projects and service retail
as essential to revitalizing corridors and
meeting daily community needs.
Brand Language: Use phrases like
“vibrant streets,” “everyday essentials,”
“live-work vitality,” and “spaces that
serve.”
Brand Visuals: use elements that reflect
vibrant, diverse movement, multi-use
locations; consider vertical layering in
layout to suggest mixed-use form.
Facelifts
Several corridors, including areas near the
casino and along Rumrill, are perceived as
in need of “facelifts.” Vacant storefronts,
inconsistent signage and poor walkability
reduce appeal. As the City improves the
appearance of its corridors, branding
should play a role emphasizing these
changes and celebrating residents and
businesses participating.
Placemaking: Emphasize visible
improvements—fresh signage, new
storefronts, cleaner streets—as signs of
momentum and community pride.
Development Positioning: Frame
upgrades as signals of investment-
readiness and active civic care, inviting
further business interest.
Brand Language: Use phrases like “fresh
look, renewed spirit,” or “new energy on
familiar streets.”
Brand Visuals: Use clean, modern forms
in logo elements to suggest renewal;
feature photo imagery of upgraded
façades and actively improving corridors.
Blend of Cultures, Coming Together
The business and cultural makeup
of San Pablo reflects a vibrant mix
of Hispanic, Asian, Black and Central
American communities. This blend is
seen as an authentic strength and a
distinction even within the Bay Area.
Stakeholders referenced existing brand
elements—blue and orange palette,
fountain iconography—and Hispanic
cultural heritage, as rich starting points
for evolving the brand into a system with
sub-logos and corridor themes.
Placemaking: Highlight cultural richness
through stories, visuals, and events
that reflect the lived experience of San
Pablo’s diverse communities.
Development Positioning: Frame
cultural diversity as a draw for visitors,
businesses, and investment—offering
authenticity, variety, and regional
distinction.
Brand Language: Use terms like “woven
cultures,” “richly rooted,” “authentically
San Pablo,” and “diverse by nature.”
Brand Visuals: Incorporate vibrant color
combinations and layered forms in
logos to reflect cultural depth; Wildcat
and San Pablo Creeks coming together;
use photo imagery of multicultural
storefronts, signage, and community
gatherings.
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Underutilized Places
Contra Costa College is a key but
underutilized anchor, with limited
perceived integration into the daily life
of the city. Similarly, community centers,
sports fields and even undeveloped lots
hold more placemaking potential than is
currently realized. As San Pablo works to
weave places together into the community
fabric, branding should emphasize the
benefits of connecting places more
holistically.
Placemaking: Highlight existing assets—
like the college, parks, and community
centers—as part of an emerging network
of connected, active places.
Development Positioning: Position
underused sites as opportunities for
activation, partnership, and community-
centered growth.
Brand Language: Use phrases like
“connecting the pieces,” “hidden
potential,” and “bringing places into
focus.”
Brand Visuals: Use connective motifs or
interlocking shapes in logos to suggest
integration; show photo imagery of
recognizable but under-celebrated
places in use or reimagined.
The New San Pablo
The Civic Center area is a bright spot with
healthcare, civic services and walkability—
and it is a preview of where San Pablo
is heading. Stakeholders described San
Pablo as being in a “before” moment:
on the cusp of transformation about to
deliver visible, promised change that will
inspire the other areas of San Pablo.
Placemaking: Highlight the Civic Center
as a symbol of progress—an example of
what’s possible and a preview of what’s
coming citywide.
Development Positioning: Position the
Civic Center as proof of momentum—
where investments are paying off
and setting the tone for citywide
transformation.
Brand Language: Use phrases like “on
the verge,” “be a part of the new San
Pablo,” “don’t miss out,” “the change has
begun,” and “leading the way.”
Brand Visuals: Use upward or unfolding
forms in logo design to suggest
transformation; show photo imagery of
the Civic Center in active use—walkable,
clean, and thriving.
Authentic San Pablo / Pride of Place
Many residents feel that San Pablo lacks
a singular identity and is misunderstood
by those outside the city. Proximity to
Richmond shapes perception, while
unclear boundaries further blur civic
pride. The freeway is used by millions, and
casino visitation is high, but San Pablo
doesn’t garner much visibility from that.
Branding must elevate San Pablo’s unique
story and visibility.
Placemaking: Elevate symbols,
landmarks, and narratives that clearly
define San Pablo’s identity across its
corridors and public spaces.
Development Positioning: Differentiate
San Pablo from neighboring cities by
telling a clear, confident story of who it
is and what it offers.
Brand Language: Use phrases like
“authentically San Pablo,” “only in San
Pablo,” “defining our own path,” and
“more than you’ve heard.”
Brand Visuals: Use distinct iconography
or boundary-defining shapes in logos
to reinforce identity; feature photo
imagery that showcases places, people,
or views unique to San Pablo—not easily
mistaken for neighboring areas.
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Other Sub-brand Considerations
San Pablo’s current brand identity—
centered around a blue and orange palette
with a stylized fountain icon—is more
modern than many peer cities. It’s already
in wide use, which supports consistency
but may limit appetite for radical changes.
Rather than reinventing the core brand,
there’s an opportunity to extend it with a
thoughtful sub-brand system—especially
one that gives distinct identities to
corridors and dovetails with city-led
partners like the EDC.
There is potential confusion between the
Economic Development Corporation (EDC)
and the City’s Economic Development and
Housing (EDH) division. There’s a need for
clear messaging around their separate
roles and visuals that don’t muddy that
separation. EDC is similar to a Chamber of
Commerce, BID or a Visitor’s Bureau and
EDH is more broadly integrated into city
economic and housing planning.
Multilingual and Multicultural Audience
San Pablo’s communications need to
reach a diverse, multilingual population.
Brand visuals must be culturally neutral or
inclusive and work across translation.
Low Civic Recognition Outside City Limits
Though positioned on a major regional
corridor (I-80) and hosting a large casino
and community college, San Pablo has
low brand recognition among Bay Area
residents. Brand elements must work hard
in first impressions—clarity, identity, and
emotional tone are critical.
No Unified Downtown
The city’s brand must stretch across
multiple nodes, each with different
economic functions and visual character.
A modular or “kit-of-parts” brand system
could allow for corridor-level variation
without diluting city identity.
Strong City Capacity
San Pablo is better resourced and more
administratively effective than its size
or reputation might suggest. A modern,
confident visual identity can help correct
misperceptions and signal stability and
investment-readiness.
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RECOMMENDATIONS FOR BRAND DEVELOPMENT
A compelling and consistent San Pablo brand will serve as the cornerstone of effective communication and community interaction. By crafting a distinct identity that resonates with residents, San Pablo can expand on the community’s sense of belonging and pride.
A fresh, cohesive brand will help San Pablo build trust in city communications, ultimately strengthening how the public responds to San Pablo initiatives, events and civic issues.
How Themes Relate to Branding
Developing a Brand Statement
Recommend the creation of a brand
statement that distills the core themes
into a clear, truthful expression of San
Pablo’s identity—one that reflects both
its grassroots character and its forward-
looking potential. The statement should
balance the city’s placemaking values
(community connection, cultural richness,
everyday pride) with its development
positioning (regional access, investment
readiness, visible progress). It should
speak in plain, confident language that
resonates with both residents and
external audiences, portraying San Pablo
as a mosaic of vibrant places moving
together toward a shared future. Avoid
jargon and emphasize what makes San
Pablo distinct, cohesive, and full of
promise.
Developing a Visual Brand
Recommend the creation of a visual
identity system that reflects the themes
through a flexible, modular design
approach—one that can unify diverse
corridors while allowing for localized
expression. The logo and visual elements
should draw from the city’s existing
palette and iconography where possible,
evolving them with forms that suggest
connection, movement, and cultural
richness. Designers should balance clarity
and boldness for regional visibility with
warmth and human scale for community
resonance. Emphasize versatility across
digital, signage, and sub-brand uses, and
ensure that imagery and graphics reflect
the lived experience of San Pablo’s people
and places.
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Considerations for the Development of Brand Pillars
Sense of Place
San Pablo’s sense of place is more
so known by its residents, but often
overlooked or misconstrued by those
passing through. The bridge on El Portal
and the “Welcome to San Pablo” sign
serve as potential key pieces of imagery
to help further develop the City’s unique
identity. Visually, the City’s inclination
toward Spanish style architecture can
also establish a more distinctive quality
through the City.
Community & Belonging
The City of San Pablo is a close-knit
and family-oriented community made
up of diverse ethnicities and a large
foreign-born population. The community
has loyal ties amongst one another
and to San Pablo. It is not unusual to
enter an establishment and be familiar
with other patrons, or to even have a
personal connection to a member of City
leadership. As residents have a connection
with their city, fostering their local pride
contributes to valuable buy-in toward City
initiatives and communications.
Everyday Enjoyment
Areas such as 23rd Street serve as the
City’s most notable destinations for
cultural and creative atmospheres, as well
as more diverse dining options. Notably,
casual restaurants serving Mexican and
Central American food provide informal
gathering spaces for the community.
However, community gathering spaces,
especially attractions for teenage youth,
are lacking. There is a desire for more
outdoor gathering spaces and increased
accessibility between destinations.
History & Storytelling
As the oldest settlement in the East
Bay, there is a rich historical background
setting the foundation for the City of San
Pablo. Its origins as a land grant ranch
provide an opportunity to highlight the
City’s historical significance in the region
and can bring awareness and distinction
to the City’s identity.
Opportunity & Growth
San Pablo’s potential is expansive and
well-recognized within its community. The
City would likely find significant success
through developing quality destinations
that go beyond necessities, while
continuing to support local business.
Economic corridors such as the Rumrill
and nodes along San Pablo Avenue are
noted as key areas that could host the
realization of these opportunities for
growth. In these potential spaces, there’s
a desire for a wider variety of businesses
and services and, while there’s a robust
tradition of family restaurants, even that is
seen as an opportunity for more diversity
of modern options.
Business-Friendly Environment
Small businesses make up the primary
economic landscape of San Pablo. The
City provides a convenient facilitation
system for business owners to process
permits and resolve problems. The
casino in San Pablo also brings in a
significant amount of tax revenue for
the City. A functional system to support
existing businesses increases the ease of
introducing new businesses to the City.
Continuing to support economic growth is
also dependent on the quality of tenants
and their investment in their businesses
and the community.
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The Economic Development Corridors
23rd Street Corridor
Among San Pablo’s economic corridors, 23rd Street stands out with its potential to thrive and develop as a cultural center in the City, contributing to San Pablo’s sense of place, community and belonging and everyday enjoyment. It is known for offering dining options from a variety of cuisines and is characterized by a more creative feel.
Development
The 23rd Street corridor’s existing sense of character provides an opportunity for growth in innovating and expanding upon its cultural offerings in dining with businesses focused on other kinds of food, drink, markets, entertainment and services. The lack of parking management can have a limiting impact in terms of being business- friendly. It is a strong space locally, but could benefit from focusing on attracting outside patrons and rejuvenating its offerings. The Richmond side of 23rd Street has little coordinated programming, leaving few opportunities for collaboration. Building distinction from Richmond could strengthen the corridor’s identity—perhaps even through a street renaming to better reflect the area’s cultural vibrancy and support a future BID.
Recommendations: 23rd Street Corridor
Placemaking: Highlight 23rd Street as a lively, walkable destination rooted in everyday cultural experiences—food, creativity, and community gathering.
Development Positioning: Emphasize the corridor’s potential as a unique regional draw for dining and home goods, while noting opportunities to improve access and attract non-local visitors.
Brand Language: Use phrases like “flavor around every corner,” “San Pablo’s creative street,” and “where culture lives local.” Brand Visuals: Use expressive typography or illustrative elements in logos to reflect creativity and diversity; feature photo imagery of street-level vibrancy—colorful storefronts, varied cuisine, markets, pedestrian activity.
Rumrill Corridor
Rumrill is viewed as disconnected—but interviewees stressed the potential brought by an innovative Rumrill Corridor Plan in review, a plan which balances new residential and job growth with protecting existing business and community character. The sense of place within the Rumrill Corridor is shaped by an industrial history that is largely gone, but there is strong opportunity to support the existing businesses there with residential/business mixed-use development and recreation that can foster a more connected business and community environment.
Development
Rumrill provides resources for local patrons, but the separated layout of businesses—scattered rather than clustered—suggests an opportunity for more interwoven development. The corridor is an award-winning Complete Streets project, primed for with new bike lanes and traffic-calming feature. As locals adjust to the changes, new mixed-use development will further strengthen the economic vision of a robust, more walkable and bike-oriented corridor.
Recommendations: Rumrill Corridor
Placemaking: Highlight the corridor’s transformation story—honoring its working-class roots while emphasizing new efforts to reconnect and revitalize the area.
Development Positioning: Promote the Rumrill Corridor Plan as a blueprint for balanced growth, showcasing the potential for mixed-use development, community-serving businesses, and improved safety and access.
Brand Language: Use phrases like “reconnecting Rumrill,” “built for working communities,” “where new meets familiar,” and “reviving San Pablo’s industrial spine.”
Brand Visuals: Incorporate strong, structured forms in logo treatments to nod to the corridor’s industrial past; feature photo imagery of local businesses, developing streetscapes, and early signs of transformation. 19 Prepared by Tripepi Smith
San Pablo Avenue Corridor
San Pablo Avenue was specifically
highlighted as backbone of the City, with
particular opportunity for robust business
and housing development. This report’s
research observations have gathered that
San Pablo Avenue is not just one thing,
but is recognized by differing qualities
amongst its nodes and the current and
potential opportunities they offer for both
use and growth.
Recommendations: San Pablo Avenue
Placemaking: Emphasize the corridor
as a civic and commercial backbone—
linking public spaces, historic landmarks,
retail destinations, and the college
into a unified sense of place through
storytelling, signage, and gateways.
Development Positioning: Promote
San Pablo Avenue as a high-visibility
growth corridor, ideal for mixed-use
development, regional retail, institutional
partnerships, and cultural destinations—
with branding that guides visitors and
reinforces cohesion across nodes.
Brand Language: Use phrases like
“corridor of connection,” “historic roots,
modern energy,” “where San Pablo
comes together,” and “gateway to what’s
next.”
Brand Visuals: Use linear or path-like
motifs in logo elements to signal flow
and connection; feature photo imagery
that highlights civic architecture,
educational life, gateway signage, and
diverse business activity across nodes.
Places of note on San Pablo Avenue
Towne Center Node
The Towne Center Corridor is a large retail center located off the freeway, around the corner from the “Old City Hall,” composed of both local businesses and more major chain establishments. While it is an active commercial area, its potential for everyday enjoyment and community building is impacted by concerns with public safety, despite recent improvements.
Towne Center’s visibility makes it uniquely suited for promoting businesses and taking advantage of opportunities for growth. However, the area deals with issues of homelessness, vandalism and theft. These issues can impede upon the area’s opportunity to attract “destination” businesses and a greater customer base.
San Pablo Lytton Casino
The Casino is one of the main ways that the City of San Pablo is known in the region and it is going through a significant expansion. The surrounding area hosts a variety of larger businesses such as Food Max, Ross and Planet Fitness. There is an opportunity to draw Casino visitors to the rest of San Pablo, and the Casino would ultimately benefit from a more engaging, vibrant San Pablo Avenue corridor. The area could benefit from better gateway entry in the surrounding area to encourage visitation of greater San Pablo.
Civic Center Area
There is a growing and significant civic presence with City Hall, the cutting-edge Police Headquarters and Regional Training Facility under construction, the library, and Contra Costa County and medical buildings. The San Pablo City Hall has been newly renovated. The area is a local landmark for civic operations and community engagement and its architecture, along with the other new buildings, creates a highly visible area with a relatively unified appearance.
Alvarado Adobe, Blume House, Old City Hall, Alvarado Gardens “Historic” San Pablo is represented by these buildings at the city center. Their regional and cultural meaning is an opportunity to ground surrounding development to the historic San Pablo story. With the completion of Phase I of Alvarado Gardens and Phase II on the horizon, the Old City Hall location is transiting into a new “place”: Alvarado Gardens.
College Center
Close to Contra Costa College, College Center attracts CCC students looking for food, boba, coffee and a place to hang out close to San Pablo Avenue’s transit. When asked, younger teens also mentioned College Center as a place to hang out, and a visit to the Starbucks there revealed a diversity of peoples and generations. CCC’s influence would likely be greater here except that campus buildings are on the other side of the athletic field.
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Outside the Corridors
Contra Costa College
Serving as a major educational center, San
Pablo can act as a leader in the region
and further develop its unique identity,
local strength and sense of place. The
college also fosters a sense of community
among its students. Taking advantage of
the college’s presence in the City and
investing in shared cultural events and
communications would help San Pablo’s
placemaking and development efforts.
While CCC is a significant presence, it
feels isolated from the City both physically
and culturally.
There’s an untapped opportunity to
elevate Contra Costa College’s arts,
culture, entertainment, and athletics as
a public-facing amenity. As an affordable,
all-ages center of activity with access via
transit and bike, and a newly remodeled
gym that hosts regional playoff games, the
college can play a larger role in the city’s
cultural and economic life.
Interstate 80 / Digital Billboard
The City of San Pablo sits squarely along
the East Bay’s high volume freeway, with
a prominent LED digital billboard highly
recognizable by motorists. The billboard
is a local partnership with the Casino,
providing a huge opportunity for branding
and messaging about San Pablo.
San Pablo Community Center
When prompted, stakeholders described
the Community Center as a series of
modest meeting rooms but did not seem
to particularly value the space. In person
at the Center, a group of teens spoke of
using it to hang out after school since
there weren’t other places to go, and
seniors sat inside talking. Very anecdotally,
the Community Center reflects the desire
of different demographics to have a place
to go, in a way not necessarily on the
radar of City stakeholders. This supports
the City’s desire to have placemaking and
economic development move forward
in tandem, for the success of both its
residents and its businesses.
Wildcat Creek
The Wildcat Creek Restoration and
Greenway Trail Project has created a
welcome greenspace in the heart of San
Pablo. There is potential to tie it in with
the civic center area or historic San Pablo,
satisfying the desire for more “places to go”
and to further connect nearby businesses
and institutions.
San Pablo Dam Road / Princeton Plaza
The “area across the freeway,” is an upper-
middle class residential community that
is home to Princeton Plaza and notably a
Raley’s grocery store. It is characterized
by its comparative affluence within San
Pablo, establishing a differentiated sense
of place. It has a feeling of being in the
foothills. Compared to other centers,
there is less of a concern around crime
or loitering. It feels like a different place
and drivers going up San Pablo Dam road
to points beyond may not even know they
are in the City of San Pablo.
Schools & Churches
While not typically thought of as economic
engines, San Pablo’s schools and churches
are among the most trusted and regularly
used institutions in the city. They serve
as natural gathering points, especially for
families, youth, and elders, and they often
reflect deep cultural and generational
ties within the community. As San Pablo
invests in placemaking and development,
these institutions could serve as valuable
allies—helping to host events, spread
messaging, and strengthen neighborhood
identity through their networks and
presence.
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SURVEY SUMMARY
Survey Background
To supplement insights from regional
research and prior focus group and
interview discussions, an online survey
was distributed via email to gather
additional input during the brand
development process. Recipients
included earlier focus group and
interview participants, representing
a cross-section of San Pablo’s civic,
business and community sectors,
who responded anonymously. The
survey was also distributed to the
City’s executive leadership team and
economic development staff who had
not participated in the earlier discussions
for non-anonymous responses. This
survey was designed to build on previous
feedback, supporting the identification of
key themes and the translation of ideas
into visual brand elements and language.
The full survey is included
in the appendix.
Staff: 7 responses
General Stakeholders: 8 responses
Notable Observations from Results
Based on the feedback from interview participants, the survey results provided a series of statements reflecting the City of San Pablo, its economic development and corridors, as well as visual elements relating to the City and the opportunity to provide more visual associations in an open-ended response format.
Respondents ranked statements based on the extent to which they felt it was accurate in describing San Pablo, its economic development or corridors.
22 Prepared by Tripepi Smith
Key phrases/words used to
describe San Pablo’s business
environment and economic
character:
Small business
strength in local communit
“emerging”
“grassroots”
Survey results indicated that the most
relevant elements of the San Pablo logo
to the economic development branding
process are the colors, fountain and
frame shape. Respondents reported that
imagery or symbols like murals or public
art, local items like fountains, San Pablo
arch (local pride), landmarks like Alvarado
Adobe, City Hall (heritage, civic pride)
and tiles and colorful buildings would
support a brand that attracts investment,
supports local businesses and celebrates
community identity. Respondents agreed
that San Pablo’s economic development
brand should be characterized as
friendly, welcoming and community-
focused.
Reflections on the City & its Development Value
#1 — The City of San Pablo is about pride in place (local focus, cultural strength).
The statement “The City of San Pablo is about pride in place (local focus, cultural strength)” resonated most strongly among general respondents and was also ranked generally high among several members of staff.
Both groups of respondents reported that the following
concepts best reflect the City’s development value:
…small businesses are the foundation (a city that welcomes local commerce) …connection is core (regional access, cultural diversity, and interconnectivity) …the Bay Area intersects with value (prime location and affordability) General Respondents
Half of general respondents felt that the
statement “…economic corridors have
strong identities (district-based economic
distinction)” resonated, while the majority
of staff did not.
Staff Respondents
Staff respondents felt more strongly
that the statement “…progress is
based on pride, place, and possibility (a
future based on community strength)”
represented San Pablo’s cultural future.
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Corridor Reflections
San Pablo Avenue
The San Pablo Archway was the most
notable piece of imagery that came to
mind for respondents when positively
reflecting upon San Pablo Avenue.
The statement “San Pablo Avenue
is…a corridor of connection (regional
link, commuter route, business flow)”
resonated most strongly among staff,
while general respondents were mostly
split between seeing San Pablo Avenue
as “…a corridor of connection” and as
a place “…where investment intersects
with success (city gateway, high volume
traffic, infrastructure, high impact nodes,
visibility).”
Visual: San Pablo Archway
Staff
“San Pablo Avenue is…a corridor of
connection (regional link, commuter
route, business flow)”
General Respondents
“…a corridor of connection”
“…where investment intersects with
success (city gateway, high volume
traffic, infrastructure, high impact
nodes, visibility).”
Rumrill Boulevard
Rumrill Sports Park was the most
notable piece of imagery that came to
mind for respondents when positively
reflecting upon Rumrill Boulevard. Both
survey groups agreed with statements
that Rumrill Boulevard is “…layered
with identity (intersection of cultures,
generations, and industries/purposes)”
and “…grounded in authenticity (reflecting
legacy businesses and working-
class resilience).” However, while the
statement “Rumrill Boulevard is…
moving with purpose (transit-focused,
evolving corridor, most direct way to
580)” resonated with the majority of
staff, notably half of general respondents
designated it as least accurate. The
statement “Rumrill Boulevard is…
unlocking potential (revitalization
within community, award-winning
infrastructure)” also resonated strongly
with half of staff respondents, while
general respondents had mixed responses.
Visual: Rumrill Sports Park
Staff + General Respondents
“…layered with identity (intersection of
cultures, generations, and industries/
purposes)”
“…grounded in authenticity (reflecting
legacy businesses and working-class
resilience).”
23rd Street
Among the visual themes respondents
associated with 23rd Street (e.g.
business), no specific or consistently
noted images were identified. Similarly,
responses regarding statements that
accurately describe 23rd Street were
largely mixed. However, both groups
generally ranked 23rd Street is “...a
corridor of cultural pride (rooted in
Hispanic/Latinx heritage, known for food,
festivals, and street-level vibrancy)”
and “...a place of business with soul
(defined by local ownership, expressive
storefronts, and community presence)” as
the most accurate statements. General
respondents largely did not resonate with
the statement “23rd Street is a space
for familiar belonging (walkable, people-
centered, and embedded in neighborhood
life).” Staff also ranked the statement
lower on the scale.
Visual: no clear agreement
Staff + General Respondents
“…layered with identity (intersection of
cultures, generations, and industries/
purposes)”
“…grounded in authenticity (reflecting
legacy businesses and working-class
resilience).”
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NEXT STEPS / CONCLUSION
With this research and insight phase complete, the next step is to shape the economic development logo, visual guidance and brand language. This includes developing a revitalized visual identity system, narrative messaging, and sub-brand tools that reflect the City’s distinct economic corridors, character and ambitions. San Pablo is a city with deep roots and visible momentum. It has the opportunity to tell a story that is both grounded and aspirational — amplifying its cultural richness, civic progress, and economic potential. A bold and flexible brand can help make that transformation seen and felt.
Implementation Considerations
This brand is being built not just for what San Pablo is today, but for what it’s becoming. Much of the City’s economic development and placemaking is still in motion—new projects, reimagined corridors, and investments yet to break ground. The branding system must anticipate that growth, helping to shape perception ahead of physical change. Implementation should proceed in tandem with the City’s Economic Development Strategy, ensuring the brand serves as a tool to support visibility, cohesion, and community pride as new developments take shape.
25 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES APPENDIX: SURVEY RESPONSES
Which of the following concepts best reflect San Pablo’s cultural future? The City of San Pablo is…
…about pride in place (local focus, cultural strength)
Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
5 1 2 1 2 1 3 5 1 1 1 1 5 1 1
…where gathering builds belonging (events, shared spaces, foot traffic) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
3 3 3 3 1 3 4 4 3 3 5 2 4 5 2
...where public safety partners with people (community confidence, safety for commerce) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
4 5 1 2 5 2 5 2 2 5 2 3 3 2 3
…a city in motion (infrastructure, mobility, and growth) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
2 4 5 5 3 4 1 1 4 4 3 4 2 3 5
…about creative opportunity (entrepreneurship, innovation, creativity, jobs) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
1 2 4 4 4 5 2 3 5 2 4 5 1 4 4
1 (most relevant) to 5 (least relevant)
26 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES Which of the following concepts best reflect the City’s development value? Development in the City of San Pablo, where…
…connection is core (regional access, cultural diversity, and interconnectivity) Arturo
Castillo
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A C D E F G
…small businesses are the foundation (a city that welcomes local commerce) Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez A B C D E F G H
…economic corridors have strong identities (district-based economic distinction) Kieron
Slaughter C D G H
…progress is based on pride, place, and possibility (a future based on community strength) Arturo
Castillo
Maria
Ojeda
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter B H
…the Bay Area intersects with value (prime location and affordability) Maria
Ojeda
Leslay
Choy
Allan
Panganiban A B E F
In a word or short phrase, how would you describe San Pablo’s business environment or economic character? Arturo Castillo Opportunistic A N/A
Maria Ojeda eclectic and underesoursed B Opportunity
Leslay Choy Small businesses catering to specific local needs or community populations. C Strength in local community and vibrant business corridors Allan Panganiban locally focused D Collection of small businesses with common goals and challenges.
Alicia Platt Small local businesses E Underrated
Elizabeth Lopez Welcoming F easygoing and competent
Kieron Slaughter Grass roots and emerging G Small family owned businesses that need support in staying open 27 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES Which imagery or symbols could support a brand that attracts investment, supports local businesses, and celebrates community identity?
Arturo Castillo Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Tiles, colorful buildings, Murals or public art
A Bridges, transit lines or intersections (connections, mobility, flow, access), Natural elements:
Hills and trees / Tree roots / branches / flowers (growth, cultural grounding), Upward arrows, gears (icons representing growth, work)
Maria Ojeda Bridges, transit lines or intersections (connections, mobility, flow, access), Natural elements: Hills and trees / Tree roots / branches / flowers (growth, cultural grounding), Tiles, colorful buildings, Small town, houses, small businesses, Bay views and blue sky B Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Small town, houses, small businesses, Bay views and blue sky, Murals or public art
Leslay Choy Local items like fountains, San Pablo arch (local pride), Tiles, colorful buildings, Murals or public art C Mosaic / Quilt / Patchwork (diverse but connected), Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Murals or public art, Latino heritage and pride
Allan Panganiban Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Tiles, colorful buildings
D Mosaic / Quilt / Patchwork (diverse but connected), Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Tiles, colorful buildings, Murals or public art
Alicia Platt Mosaic / Quilt / Patchwork (diverse but connected), Bridges, transit lines or intersections (connections, mobility, flow, access), Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Parks, schools and other gathering areas, Small town, houses, small businesses, Bay views and blue sky E Local items like fountains, San Pablo arch (local pride), Murals or public art Elizabeth Lopez Bridges, transit lines or intersections (connections, mobility, flow, access), Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride) F Bridges, transit lines or intersections (connections, mobility, flow, access), Local items like fountains, San Pablo arch (local pride), Tiles, colorful buildings, Bay views and blue sky, Murals or public art
Kieron Slaughter Natural elements: Hills and trees / Tree roots / branches / flowers (growth, cultural grounding), Upward arrows, gears (icons representing growth, work), Bay views and blue sky G Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Parks, schools and other gathering areas, Murals or public art
H Mosaic / Quilt / Patchwork (diverse but connected), Bridges, transit lines or intersections (connections, mobility, flow, access), Natural elements: Hills and trees / Tree roots / branches / flowers (growth, cultural grounding), Local items like fountains, San Pablo arch (local pride), Landmarks like Alvarado Adobe, City Hall (heritage, civic pride), Parks, schools and other gathering areas, Tiles, colorful buildings, Murals or public art What tone should San Pablo’s economic development brand convey to businesses, developers, and community members? Arturo Castillo Friendly and welcoming, Community-focused A Bold and ambitious, Professional and efficient Maria Ojeda Friendly and welcoming, Bold and ambitious B Friendly and welcoming, Community-focused Leslay Choy Creative and expressive, Trustworthy and reliable C Friendly and welcoming, Community-focused Allan Panganiban Friendly and welcoming, Community-focused D Friendly and welcoming, Community-focused Alicia Platt Friendly and welcoming, Community-focused E Trustworthy and reliable, Community-focused Elizabeth Lopez Friendly and welcoming, Creative and expressive F Professional and efficient, Trustworthy and reliable Kieron Slaughter Friendly and welcoming, Bold and ambitious G Friendly and welcoming, Community-focused H Friendly and welcoming, Professional and efficient
28 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES Which parts of the current San Pablo logo are most iconic for the City? Colors
Arturo
Castillo
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
Font
Leslay
Choy
Kieron
Slaughter F G
Fountain
Arturo
Castillo
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez A B C D F H
Child
Arturo
Castillo
Allan
Panganiban F
Frame Shape
Arturo
Castillo
Kieron
Slaughter A C F H
Fountain
Maria
Ojeda
Allan
Panganiban A E
Sun
D E F
Bird
Arturo
Castillo
Leslay
Choy
Allan
Panganiban F
Is there anything else you’d like to share as we build a brand that supports business, community, and growth? Arturo Castillo maybe new seal/logo is needed. A
Maria Ojeda The current logo shows a child and a fountain speaking to the many families with children and honoring the lovely fountain at city hall (old city hall too) - the current logo in its current design does not reflect businesses
B
Leslay Choy The framing of the forced ranking responses was asked to reflect reality today but was mostly aspirational; it felt more glib than sincere.
C
Allan Panganiban D
Alicia Platt E
Elizabeth Lopez F no
Kieron Slaughter G Some Cultural icon that embraces family and economic opportunities H
29 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES San Pablo Avenue
What are one or two iconic images that positively reflect San Pablo Avenue? Arturo Castillo Old San Pablo Arch & Casino A
Maria Ojeda Contra Costa College and the Adobe B Gateway, Mobility Leslay Choy Casino, civic plaza, fountains, new housing (Alvarado Gardens) C San Pablo archway, views of hills in background and commerce in foreground Allan Panganiban view of SF from coming down from R Miller Dr D The San Pablo Archway. The Mission Bells.
Alicia Platt San Pablo Arch and Nations E Archway on SP Ave, Award Winning Rumrill Complete Streets Elizabeth Lopez San Pablo Arch / Casino F adobe
Kieron Slaughter Contra Costa College, AC Transit 72R Bus Rapid Transit line G The Arc, The Casino H the library and the "welcome to san pablo" monument sign San Pablo Avenue is…
…a corridor of connection (regional link, commuter route, business flow) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
4 1 1 3 1 1 1 1 1 3 2 2 1 3 4
…where investment intersects with success (city gateway, high volume traffic, infrastructure, high impact nodes, visibility) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
2 4 3 1 2 3 2 4 4 1 3 1 2 1 2
…a regional backbone for business growth (supporting commercial activity, branches of city services, and access to jobs) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
1 3 4 4 4 2 3 2 2 2 4 3 3 4 1
…where East Bay opportunity still grows. (available space, business-friendly environment, relative affordability) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
3 2 2 2 3 4 4 3 3 4 1 4 4 2 3
1 (most accurate) to 4 (least accurate)
30 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES Rumrill Boulevard
What are one or two iconic images that positively reflect Rumrill Boulevard? Arturo Castillo Rumrill Park A
Maria Ojeda sports park and small industrial B Community Leslay Choy Rumrill Sports Park, Complete Streets beautification C Award winning complete streets, sports park, local storefront businesses Allan Panganiban water tower, soccer park D Rumrill Sports Park.
Alicia Platt Not sure E Rumrill Sports Park
Elizabeth Lopez Rumrill Sports Park F noi dea
Kieron Slaughter Rumrill Complete Streets Project, Rumrill Sports Field G none H Rumrill soccer field
Rumrill Boulevard is…
…grounded in authenticity (reflecting legacy businesses and working-class resilience) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
1 1 4 2 4 2 3 1 1 2 4 4 1 3 1
…moving with purpose (transit-focused, evolving corridor, most direct way to 580) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
2 2 2 4 1 3 2 4 4 4 3 1 2 1 4
…layered with identity (intersection of cultures, generations, and industries/purposes) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
3 3 3 3 3 4 4 2 2 3 2 3 3 2 2
…unlocking potential (revitalization within community, award-winning infrastructure) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
4 4 1 1 2 1 1 3 3 1 1 2 4 4 3
1 (most accurate) to 4 (least accurate)
31 Prepared by Tripepi Smith APPENDIX: SURVEY RESPONSES 23rd Street
What are one or two iconic images that positively reflect 23rd Street? Arturo Castillo Resturants A
Maria Ojeda strong business community B Connector
Leslay Choy new development, e.g., Fire Station and a couple of local businesses C Colorful buildings, local grocers/storefronts Allan Panganiban palm trees, colorful building frontage D Kennedy Plaza Alicia Platt Not sure E Kennedy Plaza and Mission Bell
Elizabeth Lopez Business strip F no idea
Kieron Slaughter Andy's Donuts, Blue Rabbit Bar G none
H fire station
23rd Street is…
...a corridor of cultural pride (rooted in Hispanic/Latinx heritage, known for food, festivals, and street-level vibrancy) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
4 4 4 1 1 1 1 1 1 3 1 2 1 2 3
...a place of business with soul (defined by local ownership, expressive storefronts, and community presence) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
3 3 1 3 2 2 2 2 3 2 2 2 2 3 1
...a space for familiar belonging (walkable, people-centered, and embedded in neighborhood life) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
1 1 3 2 3 3 4 4 4 4 3 3 3 4 4
…a destination in the making (centrally located with untapped potential for experiential retail, nightlife, and cultural expression) Arturo
Castillo
Maria
Ojeda
Leslay
Choy
Allan
Panganiban
Alicia
Platt
Elizabeth
Lopez
Kieron
Slaughter A B C D E F G H
2 2 2 4 4 4 3 3 2 1 4 3 4 1 2
1 (most accurate) to 4 (least accurate)
San Pablo
Economic Development
& Housing Division
BRAND GUIDELINES
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TABLE OF CONTENTS
Logo Family ..........................................................................................3 Corridor Logo Family ..........................................................................4 Logo Usage .........................................................................................5 Logo Integrity .....................................................................................6 Logo Placement .................................................................................7 Color family ..........................................................................................8 Typography ...........................................................................................10 Verbal Identity .....................................................................................11 Citywide Pillars & Themes ................................................................................12 About San Pablo Avenue ...................................................................................14 About 23rd Street ...............................................................................................15 About Rumrill Boulevard ...................................................................................16 Appendix ...............................................................................................17 What is Verbal Identity ......................................................................................17 3 Prepared by Tripepi Smith
LOGO FAMIL Y
Corridor Emblem
Corridor Diagram
Diagram Single Diagram Single Diagram Single
Division Wordmark - Full Color
Division Wordmark - White Text
Division Wordmark - 1 Color
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CORRIDOR LOGO FAMIL Y
Corridor Logo
Placemaker
Corridor – Horizontal
Slogan – Horizontal
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The logo must always be surrounded by the minimum required clear area as diagrammed here. This clear area protects the logo from other graphic elements (i.e. typography, photography or illustration, edge of the surface, etc.) that might compete with it visually, or confine it within a constricted or “cramped” area.
LOGO USAGE
X = Both lines of text
Z
Z
Z= height of outer rings and text
Q
Q
Q= Half the height of the circle
YQ
Z
X
X
X
Z
Q
Y
Y
Y
Y
Y = Half the height of the circle
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In order to maintain the integrity of the brand, it is important that the logo be used consistently and correctly. Please use the logo exactly as provided, maintaining its original color, font, orientation, and aspect ratio. Avoid adding any effects such as drop shadows, outlines, or other modifications to ensure consistent brand representation.
LOGO INTEGRITY
DISTORTION ROTATIONCOLOR CHANGE
DROP SHADOWCROWDADDITION/slash.caseREMOVAL
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The color logo is best on white or light backgrounds. The correct placement of logos and other content on photos relies on the lightness or darkness of the specific area where they are to be placed.
LOGO PLACEMENT
When full color does not provide enough
contrast or can’t be used for other reasons,
use a single color option with high contrast
such as black for lighter backgrounds, or
white or for darker backgrounds.
Beware of low contrast combinations
Not all versions work on both light and dark.
Facilitate Contrast by adding a background
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COLOR FAMIL Y
Primary colors form the foundation of the brand and should anchor most materials.
Their consistent use establishes recognition and ensures a cohesive visual identity across all applications.
Brand colors play a key role in creating a clear, recognizable, and professional visual identity across all communications.
They provide consistency and structure while supporting visual hierarchy and clarity. The color palette is not intended to be restrictive, but rather to serve as a flexible foundation that allows for thoughtful expansion when needed.
Primary Colors
#263B80
RGB: 38, 59, 128
CMYK: 100, 91, 17, 6
###### Hex web, digital, screens
RGB Digital digital, screens
CMYK 4C Process professional, full color printing
It is permitted to use lighter tints — as long as materials are anchored plainly by a recognizable and undiluted brand color It is permitted to use darker shades — as long as materials are anchored plainly by a recognizable and undiluted brand color 70% 40% 20% 70% 40% 20%
#F26A21
RGB: 242, 106, 33
CMYK: 0, 73, 100, 0
#161747
RGB: 22, 23, 71
CMYK: 100, 96, 34, 46
#813400
RGB: 129, 52, 0
CMYK: 0, 73, 100, 57
A GUIDE TO COLOR FORMATS:
9 Prepared by Tripepi Smith
Secondary colors complement the primary palette
by adding depth and flexibility. They expand the
visual system while remaining clearly supportive
of the primary colors.
Tertiary colors are used sparingly to provide additional flexibility when needed. Neutral tones work in harmony with the core brand colors, helping define layouts, improve readability, and support content without competing with or detracting from the primary and secondary palette.
Secondary Colors Tertiary and Neutral Colors
#006EA6
RGB: 0, 110, 166
CMYK: 100, 53, 15, 0
#B74554
RGB: 183, 69, 84
CMYK: 0, 79, 43, 28
70% 40% 20% 70% 40% 20%70% 40% 20% 70% 40% 20% 70% 40% 20% #1DA9A5
RGB: 29, 169, 165
CMYK: 76, 11, 40, 0
#F3BB55
RGB: 243, 187, 85
CMYK: 4, 31, 86, 0
#ECF3FA
RGB: 236, 243, 250
CMYK: 6, 2, 0, 0
#004B75
RGB: 0, 75, 117
CMYK: 100, 53, 15, 37
#7B2834
RGB: 123, 40, 52
CMYK: 0, 79, 43, 60
#006967
RGB: 0, 105, 103
CMYK: 76, 11, 40, 47
#8C6D2E
RGB: 140, 109, 46
CMYK: 4, 28, 77, 50
#949AA1
RGB: 148, 154, 161
CMYK: 6, 2, 0, 44
The Economic Development brand uses the City’s primary colors— Blue and Orange—as its foundational palette, ensuring clear alignment with the parent City brand across all communications.
In addition, each Economic Corridor is assigned a distinct Key Color within the secondary palette. These Key Colors may be used to establish corridor-specific identity and placemaking.
For general Economic Development communications, materials should primarily draw from the overall palette, with Blue and Orange serving as anchors. For corridor-specific communications, the assigned Key Color may be elevated to the primary color—used either on its own or in combination with other brand colors to a lesser degree.
San Pablo Avenue
Key Color
Rumrill Boulevard
Key Color
23rd Street
Key Color
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Consistent use of fonts strengthens an organization’s communications, making them more recognizable and respected. It creates a cohesive visual experience across all materials, enhancing professionalism and trust. Consistency ensures clarity and readability, reinforcing key messages and establishing a strong, unified presence in both digital and print communications.
The primary fonts balance expression and clarity by
pairing a bold, character-driven font for headlines with a simple, highly readable font for body copy. This approach reinforces visual identity while prioritizing professionalism, clarity, and accessibility, helping ensure messages are easily understood by all audiences, including those for whom English may be a second language.
TYPOGRAPHY
Primary Heading
Primary Subheading & Regular Text
Hind
Regular:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
1234567890
Bold:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
1234567890
Work Sans
Regular:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
1234567890
SemiBold:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
1234567890
Microsoft Office Alternate
Verdana
In some cases, brand fonts may not be readily available, particularly on platforms such as Microsoft Office. In these situations, the recommended substitute fonts should be used.
While these alternatives may not be exact matches, they align closely with the spirit, tone, and intent of the brand typography and help maintain consistency, clarity, and visual continuity across all materials.
Font Flexibility
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VERBAL IDENTITY
Brand Statement
Growing forward,
grounded in community.
San Pablo is a mosaic of vibrant places. The city’s sense of place is shaped by diverse cultures, strengthened by community pride and positioned at the heart of the Bay Area.
As the city invests in new civic spaces and revitalized corridors, it is defining itself as a destination where businesses, residents and visitors can thrive together. San Pablo’s story is one of transformation: embracing opportunity and ready to showcase a new era of growth while staying true to its roots and the community that shapes it.
Brand Pillars
Connected
Opportunity
Safe &
Welcoming
Business
Equipped
Authentic
Roots &
Cultural Mosaic
Everyday
Belonging
Investing
in the
Future
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Citywide Pillars & Themes
When promoting or educating about the City’s economic development or placemaking, leveraging the pillars and themes will help communications maintain focus on San Pablo’s value proposition and community building. Most planning and communications should map back to one or more of these concepts. A robust placemaking and communications environment will, over time, hit on each of these themes.
1. Connected Opportunity
A central location with easy regional
access and room to grow, making San
Pablo a hub of investment and innovation.
A Livable Place Right on I-80 —
showcasing visibility along the freeway
and high casino visitation. Supporting
the idea that there is more to know and
experience by going deeper into the city.
Linking People, Places, and Possibility —
building stronger cultural links between
the city, local businesses, the college, the
casino and local cultural/athletic events.
Creating a mindset of togetherness that
translates into support for development of
more distinct, vibrant gathering spaces.
Regional Nexus — framing the city as
perfectly situated in the wider region, with
easy access to San Francisco, south to
Oakland and north to Napa. Emphasizing
city support of transit, access and mobility.
Cultivating Connections Beyond City
Boundaries — leverage reach of institutions
that attract people to the area (e.g. college
students, casino visitors, Salesian College
Prepatory families and athletes). Talk to
wider audiences and build regional/national
awareness where they are.
2. Safe & Welcoming
Public safety built on modern
infrastructure, community-first policing
and clean, cared-for streets that give
residents, businesses and investors
confidence.
Modern Police & Training Center —
showing cutting-edge public-safety
facilities and programs as culmination of
positive safety trend. Setting new facilities
and strategies as a national model.
Clean and Active Corridors — messaging
around facelifts on Rumrill, 23rd Street
and San Pablo Avenue. Emphasizing
mural projects, park upgrades, unhoused
programs and strategies.
Community-First Safety — storytelling
about visible progress from policing
partnerships, mental health programs,
emergency preparedness. Demonstrating
easy access to City staff and council
who prioritize creating a safe, clean
community.
3. Business Equipped
A strong, supportive environment for local
and small businesses, with efficient city
systems and a track record of helping
entrepreneurs succeed.
Ease of Doing Business — highlighting
the Economic Development Corporation,
streamlined city permitting and direct
access to supportive staff. Focusing on
successful case studies and testimonials.
Small Business is the Heart of San Pablo
— spotlighting family-owned businesses
that define the local economy, particularly
those that represent a shift towards more
diverse services and offerings.
Bookends of Opportunity — positioning
the high visitation at Contra Costa College
and the San Pablo Lytton Casino as
strong business drivers on either end of
the city, suggesting broader economic
development opportunities.
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4. Authentic Roots & Cultural Mosaic
Celebrating the blend of cultures, histories
and neighborhoods that make San Pablo
distinct in the Bay Area.
A Culture of Diversity — highlighting
multi-cultural, cross-generational
communities, businesses and events.
Historic San Pablo — leveraging the
Alvarado Adobe, Blume House and Old
City Hall to tell the city’s origin story.
Community Pride, Block by Block —
defining authenticity through everyday
storefronts, murals and grassroots
neighborhood gatherings.
5. Everyday Belonging
A close-knit community with safe streets,
welcoming spaces and a culture that
prioritizes families, youth and neighbors.
Family-Friendly San Pablo — focusing
on facilities like parks, the library, sports
and Wildcat Creek Greenway Trail as
safe spaces for gathering and recreation.
Highlighting organizations, events and
city-supported programs that serve all
ages.
Finding New Spaces to Make Places —
encouraging new community gathering
spaces that drive both well-being and
economic development. The lack of a
traditional “center” is an open invitation to
build a network of spaces that are more
authentic, inclusive and forward-looking
than the typical suburban model.
Building for Youth and Energy —
emphasizing Contra Costa College
hangouts, College Center cafés and
the Community Center as places to go.
Planning for events and activations that
position city youth and Contra Costa
College students as the future of the East
Bay.
6. Investing in the Future
San Pablo is showing visible progress with
cutting-edge projects and smart urban
planning that set the tone for its next
chapter.
Civic Transformation — showcasing new
City Hall, Police Headquarters, Library
and other new architecture as examples
of momentum and integration with the
historic center of the city.
Corridors in Conjunction — emphasizing
the three development corridors not
just as individual areas, but as part
of the whole well-being of the city.
Communicating that stronger corridors
improve both their own streets and
spread momentum, linking together
and creating the framework for overall
community well-being and economic
growth for the city.
Modern Planning, Local Impact — showing
how urban planning, housing and mobility
management investments are shaping
the city’s future through projects and
programs. Highlighting when staff, EDC,
Chamber of Commerce, etc., participate in
thought leadership by way of conferences,
writing and fresh strategic thinking.
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About San Pablo Avenue
Brand Statement
San Pablo Avenue is the city’s backbone. It connects historic San Pablo with today’s civic center, retail hubs and neighborhoods—from the casino to the college. This is the corridor people see and it’s where the city is manifesting its growth most visibly—new civic buildings, stronger gateways and space for more housing and business. San Pablo Avenue is where the city comes together, past and future, to show what’s next.
San Pablo Avenue: building the heart of the city and pulse of the East Bay.
Pillars
Civic & Commercial Spine
The corridor that ties together
civic spaces, retail, education and
neighborhoods.
Gateway to Growth
High-visibility development that connects
San Pablo to the region.
Themes
Corridor of Connection — linking civic life,
retail and neighborhoods.
Historic Roots, Modern Energy — honoring
heritage while building forward.
Gateway to the Region — positioning San
Pablo to the wider Bay Area.
Civic Pride in Action — highlighting new
city buildings, services and community
anchors.
Momentum in Motion — growth, housing
and investment opportunities along the
corridor.
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About 23rd Street
Brand Statement
23rd Street is San Pablo’s street of flavor and culture. Known for its Latinx restaurants and small businesses, it’s a place where families gather, neighbors connect and visitors come for something authentic. With fresh investment and new energy, 23rd Street is ready to fill in with a wider variety of food and beverage, places for entertainment and shopping and creative experiences that leverage the distinct 23rd Street character. 23rd Street: building on the foundation of our culture.
Pillars
Cultural Energy
A street alive with food, music and the voices
of many cultures.
Destination in the Making
A corridor with the draw to bring in more
people, more variety and more life.
Themes
Flavor Around Every Corner — food,
markets and authentic dining.
Creative Street Life — storefront vibrancy,
murals and small business expression.
Everyday Gathering — plazas, restaurants
and family-friendly spaces.
Pride in Diversity — celebrating 23rd as a
cultural hub of the East Bay.
Fresh Momentum — emphasizing
reinvestment, renewal and new
opportunities.
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About Rumrill Boulevard
Brand Statement
Once a working corridor, Rumrill is now turning the page. Its industrial past leaves space that few other parts of the city have — room for housing, small businesses and new mixed-use development. With recent upgrades like bike lanes and safer streets, Rumrill is positioned for its next chapter: a corridor ready to reconnect its blocks into an affordable, accessible space to live, work and experience.
Rumrill Boulevard: building character from the ground up.
Pillars
Community Emerging
A place of possibility, a transitioning space
ready for intentional development of interwo-
ven business and community that can define
its own character.
Framework for Growth
One of the few city areas with ready
opportunity for new housing, business
and mixed-use vitality. City governance is
committed to building up Rumrill Blvd.
Themes
Reconnecting Rumrill — moving from
fragmented to connected.
Ready for the New Live/Work Reality —
flexible, affordable, practical, resilient,
business-friendly.
Opportunity Ahead — positioning Rumrill
as investment-ready with room for
development.
Moving Forward With Intention —
emphasizing modern urban planning for
safety, blended spaces and livability.
Building a Story of Transformation —
showing Rumrill as a corridor on the rise,
evolving step by step, emphasizing “then
vs. now”.
17 Prepared by Tripepi Smith APPENDIX
APPENDIX
What is Verbal Identity
Verbal Identity
Verbal identity is the way an organization expresses itself through words — its tone, style, and core messages. It’s the counterpart to visual identity, shaping how the organization sounds and tells its story so people recognize, trust and engage with organizational communications.
Brand Statement
Solves: The overall communications need to express the core personality and direction of the organization or city. A brand statement ensures that no matter the medium or audience, there’s a single overarching image and tone. It provides clarity to external audiences while also aligning internal voices so everyone is speaking from the same page. A brand statement is often supported by:
Brand Pillars
Solves: The need for a reliable framework to anchor all communications. Pillars act as the brand’s structural supports — every message, campaign, or visual expression should reinforce at least one. For communicators, this means always being aware of which pillar they are leaning on when writing, designing or presenting. Pillars prevent drift into generic messaging by ensuring each piece of communication connects back to a distinctive strength of the brand. Brand pillars are often broken out into more granular:
Brand Themes
Solves: The need for flexible, story-driven messaging at a more granular level. Themes translate abstract pillars into narrative directions and campaign ideas. They are especially useful for calendaring communications (e.g. rotating emphasis on different themes in social media, newsletters or activations) so the brand feels dynamic while staying consistent. They give content creators and planners a “menu” of aligned stories to draw from, helping avoid repetition and monotony while still reinforcing the pillars.
Visual Identity System
Corridor Placemarkers
(core icons signifying the corridors)
23rd Street
Commercial Corridor
Rumrill Boulevard
Commercial Corridor
San Pablo Avenue
Commercial Corridor
Corridor Logos
(business facing)
23rd Street
Slogan goes here
Rumrill Boulevard
Slogan goes here
San Pablo Avenue
Slogan goes here
Corridor Slogan Logos
(community facing)
Division Wordmark
(to brand the division)
Economic Development
& Housing Division
City of San Pablo
Corridors Emblem
(branding corridors as part of division)
Economic Development
& Housing Division
City of San Pablo
Corridors Diagram
(infographic explaining 3 corridors)
3 Commercial
Corridors
Division Wordmark (to brand the division)
CITYOF SAN PABLO
ECONOMIC DEVELOPMENT & HOUSING DIVISION
San Pablo Arch
City Hall & PD Colonnades
East Bay Hills
EDC Logo, for reference
• Mixed Use
• Upward movement
• Sports Complex
• Neigborhood
• Kennedy Plaza
• Wildcat Creek
• Roots
• Growth bar chart
• Connected to region
Corridor Placemarkers (core icons signifying the corridors)
RUMRILL BOULEVARDSAN PABLO AVENUE
23RD STREET
23rd
Street
Rumrill
Boulevard
San Pablo
Avenue
Shape is based
on City logo
Corridor Logos (business facing)
23rd Street
Commercial Corridor
San Pablo Avenue
Commercial Corridor
Rumrill Boulevard
Commercial Corridor
Corridor Slogan Logos (community facing)
23rd Street
Building on the
foundation of our culture.
San Pablo Avenue
Building the heart of the city
and pulse of the East Bay.
Rumrill Boulevard
Building character
from the ground up.
Corridor Emblem (branding corridors as part of division)
ECONOMIC DEVELOPMENT & HOUSING
CITY OF
RUMRILL BOULEVARD
23RD STREET
SAN PABLO AVENUE
SAN
PABLO
Corridors Diagram (infographic explaining 3 corridors)
CITYOF SAN PABLO
COMMERCIAL CORRIDORS
23RD STREET
SAN PABLO AVENUE
RUMRILL BOULEVARD
CITYOF SAN PABLO
SAN PABLO AVENUE
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