TO:
Honorable Mayor and Members of the City Council
THROUGH:
Bruce Moe, City Manager
FROM:
Mark Leyman, Parks and Recreation Director
Jessica Vincent, Recreation Services Manager
Elisabeta Ealy, Branding Project Coordinator
SUBJECT:Title
Consideration of Creating a New City Logo and Developing Use Guidelines (Parks and Recreation Director Leyman).
RECEIVE REPORT AND PROVIDE DIRECTION
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Recommended Action
RECOMMENDATION:
Staff recommends the City Council receive the report and direct staff to create a new City logo and develop use guidelines.
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FISCAL IMPLICATIONS:
There are no fiscal implications associated with the recommended action.
BACKGROUND:
When the City was initially incorporated in 1912, the first City Seal was designed representing the origination of the City. In an effort to make the City Seal more representative of the community, a “Design Your Own Official Seal Contest” was held in 1961 for all members of the community, regardless of age. The contest rules required that the design be representative of one or more unique features of the city. Over 100 entries were received and Steve Hargrove, a local teenager’s design was selected, and adopted on August 19, 1961.
Currently, the City Seal has no set of official guidelines for use. It has, therefore, been modified or used by staff and other local groups and vendors for artwork and merchandise such as hats, ornaments, shirts, and pillows.
In addition to the City Seal, the City utilizes a variety of fonts, symbols and iconography in various forms and combinations of the pier, “sun, sand, and sea,” waves and surf themes, and other designs specific to events, programs, and departments. These symbols are found on the City website, email signature, official documents, newsletters, flyers and outreach, social media, promotional materials, and City signage, including street signs and park and facility signage.
DISCUSSION:
The City of Manhattan Beach was once a beach town built on sand with a railway running through it. Residents predominantly lived in beach cottages during the summer months. Over time, it has evolved into an upscale family beach town full of year-round residents. The residential longevity of the community is diverse and includes many long term residents who have resided here for 20-plus years. However, over 60% of residents residing in Manhattan Beach have moved here since 2000, including 25% who have moved to the area since 2010. The downtown area is vibrant, with upscale merchants and restaurants and hosts several community events, which creates a draw to both residents and visitors. Today, Manhattan Beach is known for its small town beach character, beach volleyball, laid-back feeling, safety, and as a great place to raise a family.
While Manhattan Beach has experienced incredible change in recent years, the City’s messaging has not kept up with the pace of change and has become increasingly inconsistent, with the use of numerous disparate marks, logos, color schemes, and messages City-wide, that are inconsistent and confusing to staff, residents, visitors, and businesses.
On March 9, 2018, City Council approved an exploration of merchandising, licensing and branding options for the City; however, staff recommends designing a mark or logo first in an effort to create consistency. A single, strong, design will provide:
• Better identification of City of Manhattan Beach services
• Greater brand impact, flexibility and consistency
• Cost and time-effective, in-house design and brand management
Should the City Council adopt an official logo, staff will develop a City Brand Style Guide for all City graphics. The style guide would include specific guidelines for the proper use of the City logo and City Seal. Guidelines would apply to color, size, typography/fonts, iconography and photography.
Designing and using a logo inspired by the City brand is becoming more and more typical in cities, locally and internationally. Examples of cities utilizing both a City Seal and logo include, the City of San Diego, City of Boston, City of Hermosa Beach, City of Santa Monica, City of Beverly Hills, City of Denver, and City of Pasadena. Typically, the City Seal is used on official documents, including letterhead, resolutions, proclamations and certificates; while the City logo is used on elements seen by the public, including business cards, website, flyers, brochures, newsletters, promotional and marketing materials, social media, and signage.
It is important to note, that a City logo is a visual representation that aims to solidify the City’s personality, promote tourism and business, and bolster a positive perception. A city is not only what it shows on the outside, but most of all, everything it inspires and communicates. A logo is an easily recognizable, reproducible design element, often including a name, symbol, specified colors or trademark.
In the past, the Parks and Recreation Department has identified and used the “Parks Make Life Better” logo on collateral materials, park signage and uniforms; however, over the course of the last year, the Department has updated its mission statement and core values and is seeking a logo that represents the City of Manhattan Beach rather than a state-wide campaign promoting Parks and Recreation. To accomplish this, the Department’s marketing and creative team began brainstorming how the design elements would bring credibility and authenticity to the Department, but more importantly, how the logo would identify and be consistent with the City of Manhattan Beach and other City Departments.
Concurrently, the City Digital Presence committee has been working on redesigning the City website, developing content for social media and PowerPoint presentations. Additionally, new programs and projects for other City Departments continue to be designed with various logos.
Dating back to 2015, the City hired Selbert Perkins Design to focus efforts on updating signage throughout the City; however, the Wayfinding Signage Master Plan has been put on hold, pending City Council direction on key branding elements to include in the plan. The guidelines and logo developed should be used when considering the City Wayfinding Master Plan including, but not limited to, entrance/gateway signage, directional and street signs, and parks and facility signage.
Should City Council provide further direction to design a logo, the Parks & Recreation Department marketing and design team will continue to work with City staff and a City Council subcommittee. It is important to note, the logo will represent the City of Manhattan Beach, and the City’s mission and core values. It will serve as the foundation of communicating the City brand through graphic and visual elements throughout the city, and through promotional materials and merchandise.
Staff recommends that the City Council receive the report and direct staff to create a new City logo and develop use guidelines. If directed, staff will return to the City Council at the March 19, 2019, City Council meeting with logos for City Council consideration.
PUBLIC OUTREACH/INTEREST:
Upon City Council direction to design a City logo, staff plans to seek input from the community through social media platforms, email blasts, and the City’s Open Government online platform.
LEGAL REVIEW:
The City Attorney has reviewed this report and determined that no additional legal analysis is necessary. Staff will seek legal counsel regarding the use and trademarking of the City Seal and mark with further direction from City Council.