CITY COUNCIL AGENDA ITEM
Meeting Date: January 24, 2006
Subject/Title: Approve New Logo and Tagline for the City of Brentwood
Prepared by: Linda Maurer, Economic Development Manager
Gail Leech, Management Analyst
Submitted by: Howard Sword, Community Development Director
Approve new logo and tagline for the City of Brentwood
On January 27, 2004, City Council authorized a Professional Services
Agreement with CBIZ Marketing Services Group to conduct market research and
develop a communications plan for the City.
On August 9, 2005, City Council authorized Professional Services Agreement
with CBIZ Marketing Services Group for the development and implementation of
Since January of 2004, CBIZ Marketing Services Group has been providing
marketing services to the City of Brentwood. On January 21, 2005, CBIZ
submitted and presented a marketing assessment to the City Manager and
department directors, outlining a series of recommendations to further
enhance the communication and outreach with residents and within the region.
These recommendations were reviewed by City staff and revised in order to
prioritize which recommendations required further assistance from CBIZ and
those that are able to be carried out by City staff.
Based on these findings, CBIZ submitted a scope of work for their services,
which included the development of a new overall identity and tagline,
template development for external and internal communications, as well as
key messages to name a few. Further, CBIZ will work with the City establish
a graphic style manual and standards document to help ensure all City
materials have the same high quality appearance. CBIZ will also serve as a
consultant on some of the staff driven initiatives outlined in the
recommendations. On August 9, 2005, City Council authorized Professional
Services Agreement with CBIZ Marketing Services Group for the development
and implementation of this plan.
Over the past several months, staff has been working with CBIZ on the
development of the new logo and tagline. The goal of this process was to
develop a stronger identity for Brentwood that reflects the continued growth
and maturation of Brentwood. This new identity will become the anchor for an
overall branding effort to elevate Brentwood’s visibility in the Bay Area.
During this time, staff has sought the input and feedback from internal
divisions and departments, as well as from outside organizations, such as
the Chamber and the Brentwood Agricultural Land Trust. The recommended logo
and tagline before Council is a direct result of this collaborative effort
and is attached as Exhibit A to this report.
With respect to the font style, there are subtle differences, including the
removal of the overlapping “O’s.” We have recommended removing the
encasement around the entire logo and have instead included an encased
element – a tree – to serve as an identifiable feature of this logo.
Further, staff recommends the use of “The City of Brentwood” for external
audiences and “City of Brentwood” for internal uses, including environmental
signage, stationary, shirt emblems, etc.
With respect to the tagline, staff wanted to make sure that it reflected
Brentwood’s past, present and future. Further, staff wanted to make sure
that the tagline resonated with current and future residents and that it
worked well as a marketing slogan for economic development purposes. With
those considerations, staff is recommending three words as the City’s
tagline – Heritage. Vision. Opportunity.
If the City Council approves this logo and tagline this evening, work will
immediately begin on the development of the graphics and standards manual
that will outline and dictate the use of this identity. Following that,
staff will work to develop a transition plan for the City’s existing
identity to the new identity. This will include an inventory of all existing
signage in the public domain and will include a multi-year phasing plan to
incorporate this new identity into existing upgrades or projects before
creating new projects with funding requirements.
There is no fiscal impact resulting from this item. Costs associated with
the implementation of the new identity are unknown at this time and will be
addressed in the multi-year plan to phase in the logo and tagline.
Recommended logo and tagline