To: MAYOR AND CITY COUNCIL
From: ELIZABETH HAUSE, ASSISTANT TO THE CITY MANAGER
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DISCUSSION AND POSSIBLE ACTION REGARDING APPROVAL OF A REDESIGNED CITY LOGO
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EXECUTIVE SUMMARY
As part of the Strategic Plan, the City Council requested staff identify the resources and process needed to facilitate a City rebranding effort. In October 2022, the Council was presented with options to begin the effort and directed staff to pursue a streamlined redesign of the City's logo with the assistance of a design firm. On February 14, 2023, the City Council approved a contract with Stellen Design LLC (Stellen) for logo design services.
Since that time, a City Manager's Logo Redesign Committee (Committee), comprised of Redondo Beach residents, was formed and has met regularly to consider iconography, design, and brand impressions. Additionally, a series of community surveys and stakeholder interviews have been conducted. The redesigned logo was first presented to the City Council for consideration on October 17, 2023, where staff was directed to prepare cost estimates for citywide brand implementation, conduct a series of additional educational outreach sessions at future Council Member district meetings, and return at a later date with logo color alternatives.
This report outlines the redesign process and the community feedback provided since the October meeting, and presents the Committee's preferred logo design and alternative color palette options. It is recommended the City Council either 1) approve the redesigned logo and color palette, 2) continue the redesign process and provide direction on next steps, or 3) terminate the effort and continue to utilize the existing logo and/or City seal.
BACKGROUND
The Strategic Plan includes an objective to "present City logo redesign options to City Council for consideration of approval." On February 14, 2023 the Council approved a contract with Stellen for design services. The contract required...
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