ACTION:
____________________________
Clerk/Secretary
Department: City Manager Item No: D1
Prepared by:
Fred Tracey, Communications Officer
Imelda M. Huerta, Assistant City Manager Meeting Date: January 13, 2026 Approved by: John Conley, City Manager Agenda Location: Discussion SUBJ
ECT: CITY LOGO REDESIGN AND BRANDING
RE
COMMENDATION:
1. Discuss the proposed redesign of the City logo and overall branding strategy; and provide direction to staff.
2. A
pprove the first amendment to the contract for graphic design services.
CO
RRELATION TO CITY COUNCIL GOALS: Routine operational item not directly corresponding to a specific City Council goal.
P
RIOR ACTION: On October 14, 2025, discussed the proposed redesign of the City logo and overall branding strategy (Vote: No Vote Taken).
O
n September 7, 2004, approved the Branding Committee’s proposed logo and directed staff to add “California” at the bottom of the logo for use in trade shows, and trademark the logo with the State of California (Vote: 5-0).
O
n October 28, 2003, adopted City Council Resolution No. 2003- 231, approving an agreement with Bailey Gardiner for the IDEA (Identity Development and Enhancement Actions) and marketing program (Vote: 4 -0, Campbell absent).
For
a comprehensive list of prior City Council actions, please see Exhibit 1.
ST
ATEMENT ON THE SUBJECT: The City of Vista’s current logo was last updated in 2004 and has represented the community for over two decades. As the City has grown and evolved, so too has the need for a refreshed visual identity that reflects Vista’s modern character, values, and aspirations. In 2024, the City issued a Request for Proposals for logo and brand mark design. Three proposals were received and a committee of City staff from multiple departments interviewed the designers. Based on experience, qualifications, and proposal details, the committee selected James (Jaimie) Muehlhausen, a Vista- based designer with credits including graphic design work for national brands such as Tony Hawk, Vans, ESPN, Surfer Magazine, and many more.
O
n October 14, 2025, staff presented information on why the logo needs an update. Justification included reflecting Vista’s evolving identity and values, enhancing public engagement and civic pride, optimizing usability of digital and print channels, and demonstrating innovation and relevance. The City Council then AGENDA
REPORT
CITY COUNCIL
COMMUNITY DEVELOPMENT COMMISSION
SUCCESSOR AGENCY
BUENA SANITATION DISTRICT
JOINT POWERS FINANCING AUTHORITY
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MEETING DATE: January 13, 2026 PAGE 2
SUBJECT: CITY LOGO REDESIGN AND BRANDING
discussed the City’s logo redesign and branding created by graphic designer Jaimie Muehlhausen. City Councilmembers discussed the color palette, design elements, and font of the proposed logo.
At the meeting, Councilmembers requested that staff continue working with Mr. Muehlhausen to develop alternative designs to present to the City Council for consideration. Mr. Muehlhausen explained that the logo redesign and branding include a comprehensive package with logo options for various platforms, including banners, business cards, badges, and sub-logos for departments and divisions.
S
taff and Mr. Muelhausen met with each Councilmember in November and December 2025 to review the comprehensive branding package with different logo options. Staff recommend that the City Council review the three options being presented and select one. The options are attached as Exhibit 2.
F
ISCAL IMPACT: The Contract is amended to expand the scope of services by adding the additional services described in Contractor’s proposal (Exhibit 3). The Contract total compensation amount is amended to increase the contract ceiling by $787.27 to a new total contract ceiling of $42,787.27. The increase will compensate the contractor for the expanded scope of services. To -date $26,398.12 has been expended on this project. Staff will allocate resources from the current fiscal year operating budget for the additional $16,389.15 from the Communication Division account (no. 0010145.521000.COMM).
S
taff will appropriate funding in upcoming budget cycles to begin rebranding City materials pending City Council direction.
E
XHIBITS:
1. Prior City Council Actions
2. Logo Proposals
3. First Amendment to the contract for graphic design services
4. Logo and Brand Mark Design – Informal Bid/Proposal Request 01/13/2026
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PRIOR CITY COUNCIL ACTIONS
CITY LOGO & BRANDING
On October 14, 2025, discussed the proposed redesign of the City logo and overall branding strategy (Vote: No Vote Taken).
On September 7, 2004, approved the Branding Committee’s proposed logo and directed staff to add “California” at the bottom of the logo for use in trade shows, and trademark the logo with the State of California (Vote: 5-0).
On October 28, 2003, adopted City Council Resolution No. 2003- 231, approving an agreement with Bailey Gardiner for the IDEA (Identity Development and Enhancement Actions) and marketing program (Vote: 4-0, Campbell absent).
On January 7, 1997, discussed the use of the City logo and City seal and directed staff that the seal remain green, yellow, and white for historical continuity (Vote: Consensus).
On May 16, 1990, the City Council discussed the use of the logo, and asked staff to schedule the matter on a Regular Meeting agenda for further discussed and requested that any design ideas be submitted to Economic Development Manager Campbell in a timely manner (Vote: No Vote).
On May 2, 1990, discussed the development of a new City logo/City seal and directed staff to proceed with completion of design and approve expenditure up to $5,000 for design costs and development of style and usage guidelines; and obtain more community input (Vote: No Vote). 01/13/2026
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EXHIBIT 1
All Logo Options
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EXHIBIT 2
Logo Option 1
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CALIFORNIA
Logo
Option 2
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Logo Option 3
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FIRST AMENDMENT TO THE CONTRACT BETWEEN THE CITY OF VISTA
AND JAMES MUEHLHAUSEN FOR GRAPHIC DESIGN SERVICES
THIS
FIRST AMENDMENT (“First Amendment”) to t he Contract between the City o f Vista and James Muehlhausen, da ted April 25, 2024 (“Contract” ) , is made and en ter ed into as of December 11, 2025(“First Amendment Date” ), by and between the C ity of Vista , a chartered mun
icipal corporation (“City”), and James M uehlhausen (“Contractor ”) .
Reci
tals: City and Contractor now desire to enter into a First Amendment t o the Contract by mod
ifying the terms of the Contract.
NOW, THEREFORE, in consideration of these recitals and the m utua l covenants contained herein, City and Contractor agree as follows:
1. The Contract
is amended to expand the scope of services by adding the additional services described in Contractor’s proposal dated December 11, 2025 (Exhibit A). .
2. The Contract total compensation amount is amended increase the contract ceiling by $787.27 to a new total contract ceiling of $42,787.27, to compensate Contractor for the expanded scope of services.
3. All other conditions of the Contract not specifically amended or superseded by the terms herein shall continue in full force and effect.
IN WITNESS WHEREOF, the parties have executed and entered into this First Amendment as of the First Amendment Date.
CITY OF VISTA, a chartered municipal
corporation
By:
JOHN CONLEY, CITY MANAGER
ATTEST:
KATHY VALDEZ, CITY CLERK
By:
APPROVED AS TO FORM:
WALTER CHUNG, CITY ATTORNEY
By:
RISK MANAGEMENT REVIEW:
ANALISA HOLBROOK, RISK MANAGER
By:
James Muehlhausen, an individual
By:
APPROVED
Walter C. Chung
20260105090736
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EXHIBIT 3
INVOICE DATE: DEC 11, 2025
INVOICE NUMBER: COV-121125
PROJECT NUMBER:
VISTA CITY BRANDING/LOGO DESIGN PROJECT
DESIGN CONSULTATION MEETINGS WITH COUNCIL MEMBERS
4 @ $100 PER HOUR
ADDITIONAL DESIGN TIME AND MATERIALS PREP
2 @ $100 PER HOUR
COST OF PRESENTATION MATERIALS
$187.27
INVOICE AMOUNT: $787.27
JAIMIE MUEHLHAUSEN
625 VERDANT PLACE
VISTA, CA 92084
[email protected] • 760-699-4303
PLEASE MAKE CHECKS PAYABLE TO: JAMES MUEHLHAUSEN
IF YOU PREFER TO PAY ONLINE WITH A CARD, PLEASE LET ME
KNOW AND I CAN SEND AN ELECTRONIC INVOICE
OR PAYING BY VENMO: @JAIMIEMUEHLHAUSEN
Exhibit A
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Request for Proposals
Logo & Brand Mark Design
February 21, 2024
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EXHIBIT 4
The City of Vista, nestled in northern San Diego County, is a testament to the allure of Southern California living. Established as a Charter Law city on January 28, 1963, Vista enjoys a prime location just seven miles from the Pacific Ocean, boasting a mild Mediterranean climate that beckons outdoor enthusiasts year-round. Framed by gently rolling hills and picturesque rural landscapes, Vista offers a haven for residents seeking an active lifestyle amidst natural splendor. Vista thrives as a cultural hub, renowned for its burgeoning brewery scene and serving as the unofficial capital of the famed "Hops Highway" along Highway 78. The city's rich amenities include the Moonlight Amphitheatre, the Wave Waterpark, captivating public art installations, and the vibrant Paseo Santa Fe downtown corridor, pulsating with historic charm. In Vista, residents revel in a harmonious blend of scenic landscapes, cultural vibrancy, and endless opportunities for adventure.
DEMOGRAPHICS
According to the U.S. Census Bureau, the City of Vista’s demographics are
57.1% Caucasian and 49.2% Hispanic or Latino.
About the City of Vista
The City of Vista wishes to engage with a creative freelance graphic designer, design firm, or agency to create a new City logo and brand mark that enhances brand awareness within the communities it serves. The selected individual, firm, or agency selected for this project will also establish a new brand color set and font style for City marketing materials, and design a template for City business cards.
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Project Overview & Scope
OVERVIEW
The City's current logo and brand colors have been in use for more than 15 years. This design no longer effectively reflects Vista's current brand image and the attractions it offers, including the following:
The revitalized Paseo Santa Fe corridor which boasts a dynamic mix of residential, retail, and business properties and which has been an incredible catalyst for vitality and place-making.
The continually evolving historic downtown which is home to a variety of local businesses, restaurants, residential spaces, and special events like the annual Strawberry Festival and holiday celebrations.
Vista's thriving brewery scene, with 18 breweries spread throughout the city.
In 2018, Vista approved a citizen's initiative, resulting in the opening of 11 legal cannabis dispensaries. While we aim to avoid direct incorporation of cannabis imagery in the new logo, designers can draw inspiration from the community's openness to new opportunities and ideas.
To better capture the essence of Vista and its appeal to both residents and visitors, the City aims to create a new logo that is more relevant, bold, vibrant, and inclusive. This logo will serve as a representation of Vista's current brand qualities and it will celebrate its vibrancy as a place to live, work, and play.
The new logo will be utilized across all marketing platforms, including print, website, apparel, and social media, to promote Vista effectively. 01/13/2026
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Proposal Evaluation & Submission
Proposals will be evaluated, and award of the contract resulting from this RFP will be based upon the most responsive vendor whose offer will be the most advantageous to the City of Vista in terms of brand design and value as specified in this RFP. The City reserves the right to reject any or all proposals, or any portion thereof, as deemed to be in the best interest of the City of Vista, including the following:
Reject any or all offers and discontinue this RFP process without obligation or liability to any potential respondent.
Accept other than the lowest price offered.
Award a contract based on initial offers received, without discussion or requests for best and final offers.
The proposal submitted in response to the RFP shall remain firm and valid for a period of ninety (90) days from the date of submission.
PROJECT SCOPE
The scope of this project will extend from concept to completion. Design scope to include the following items:
Final Logo and Brand Mark Files
Provide high-resolution (600 dpi min) AI and EPS file format layered images of the final approved logos and flattened jpeg, png, and pdf formats of the final approved logo.
Full-color version on white background.
Full-color version on dark background.
Full-color version with transparent background.
Black and white versions with transparent background.
Style Guide
Approved color palette (CMYK, RGB, grayscale).
Approved fonts (print and web).
Sizing guidelines.
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The City of Vista will negotiate contract terms upon selection. All contracts are subject to review by the City Manager and the City Attorney and the project will be awarded upon signing of an agreement or contract, which outlines terms, scope, budget, and other necessary items. The contract will be executed by the City Manager.
The selected designer is to provide a minimum of three (3) logo concepts and three (3) brand mark concepts at least 15 (fifteen) working days after the contract award for review and selection by an internal City of Vista committee with possible input from elected officials and the community. Once final concepts are selected, the designer should be prepared to work with City staff on revisions leading to the final design. Refer to the last page for the schedule.
The schedule is somewhat flexible.
The style guide will be due at the same time the final logo and final brand mark are delivered.
Professional History & Contact Information
Please provide a brief professional history along with the following information:
Contact person
Title
Company name and address
Company website
Direct telephone/mobile phone
Proposal must contain the signature of a duly authorized agent of the company submitting the proposal
Project Summary & Approach
Designers should provide a brief overview of their engagement strategy and approach to the project's scope of work and management. 01/13/2026
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Itemized Pricing
Proposals must include an estimated cost for all work related to the tasks and deliverables outlined in the scope of work. A total estimate for deliverables is required. The project can be estimated either with an hourly rate or a flat fee for the entire project. Proposals should clearly outline how time and cost overruns would be handled, including how the designer or agency alerts the client and negotiates unanticipated changes or delays. All expenses for respondent’s preparation and participation in the RFP process, including, but not limited to, interviews, document preparation, communications, presentations, and demonstrations, are entirely the responsibility of the respondent and will not be billable to the City of Vista.
The chosen logo design shall become the property of the City of Vista and the City of Vista shall have the right to copyright, service mark, and/or trademark the final design created on behalf of the City of Vista.
References and Work Samples
Please include portfolio samples that demonstrate technical and creative execution for similar projects. Provide two current references for which you have performed work similar in size and scope. For each reference, include the following:
Organization name and address
Type of organization
Name of contacts
Titles of contacts
Direct telephone numbers and email addresses of contacts Description and approach to the project
Sample of work completed for the project, including previous logo and final logo
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All proposal deliverables must be in PDF format and emailed with “RFP City of Vista Logo Project” in the subject line by the deadlines in the schedule below to the following individual:
Fred Tracey, Communications Officer
City of Vista
[email protected]
Event Date
RFP Release February 21, 2024
Proposals Due March 6, 2024
Proposals Reviewed March 7-11, 2024
Interviews with Candidates March 12, 2024 (via Zoom) Vendor Selection March 13, 2024
Desired Project Completion July 1, 2024
Questions
Please email questions to
[email protected].
The schedule is somewhat flexible.
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