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Current Council Agenda and Past Meeting Information

 

CITY COUNCIL AGENDA ITEM NO. 24

Meeting Date: April 25, 2006

Subject/Title: Approve an Official Logo and Tagline for the City of Brentwood

Prepared by: Linda Maurer, Economic Development Manager
Gail Leech, Management Analyst

Submitted by: Donna Landeros, City Manager

RECOMMENDATION
Adopt a resolution approving an official logo and tagline for the City of Brentwood

PREVIOUS ACTION
The City Council has taken three previous actions relative to this item.
 On January 27, 2004, the 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, the City Council authorized Professional Services Agreement with CBIZ Marketing Services Group for the development and implementation of this plan, including a review and design of an official logo and tagline.
 On January 24, 2006, the City Council reviewed and discussed the staff’s first recommendation on an official logo and tagline. Staff was directed by Council to continue work on other possible logo options and to bring that back to the Council at a later date. At that same meeting, staff received positive feedback on the tagline; therefore, no further work was requested.

BACKGROUND
Brentwood does not have an official city logo approved by the City Council, according to the results of a records search led by the City Clerk’s office. Currently, there are several variations of a logo that are being used for official City business by different divisions and departments as attached as Exhibit A.

Staff believes that it is important to have an official identity and logo. Logo and branding identification will become extremely important as the community grows and matures. Further, having a unified identity will help economic development and marketing efforts to attract businesses and jobs to our community. Staff also believes that it is important that this official identity should be coordinated and complementary to the current branding in the marketplace from sources such as the Chamber of Commerce and the Brentwood Agricultural Land Trust. Staff has shared with the Chamber of Commerce both of these recommendations to Council and has received their public support in developing an official logo for the City.

Probably the most unifying feature found in most Brentwood area identification, including that of our own Parks and Recreation department, is Mount Diablo. The first recommended logo incorporates a Mount Diablo outline, as well as a native tree to this rural and agricultural region and is attached as Exhibit B to this report. This recommendation is the result of a collaborative ad-hoc committee effort, led by Mayor Swisher and Councilmember Beckstrand.

The alternate recommendation is the logo which was presented and discussed at the City Council meeting on January 24, 2006, attached as Exhibit C to this report.

If the City Council approves one of the two recommended logos, as well as the tagline – Heritage, Vision, Opportunity – work will immediately begin on the development of the graphics and standards manual that will outline and dictate the use of this identity.

FISCAL IMPACT
The fiscal impact of changing the logo would be part of the normal cost of doing business for the City of Brentwood. For example, staff would phase in the use of this new logo and tagline on stationary and business cards when current supplies run low, which won’t add any costs. City vehicles, such as Police and Public Works cars and trucks, would have the new logo added to the new vehicles in the fleet, again without added cost, and would be used to replace worn and faded logos on existing vehicles.

There are also two extremely valuable opportunities that would allow the City to have new monuments signs designed, constructed and installed free of charge. The first opportunity is the replacement of the city monument sign in Lone Tree Plaza at Lone Tree Way and Heindorn Ranch Road. The developer has agreed to allow the City to replace the existing sign with the new logo and identity. The other major opportunity is the Chamber’s new event signs that are planned for at key locations in the City. The City Council will have an opportunity to review the signs at a future meeting.

Attachments:
Resolution
Exhibit A: Existing logos being used by the City
Exhibit B: First logo and tagline recommendation
Exhibit C: Alternate logo and tagline recommendation

RESOLUTION NO.

A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF BRENTWOOD APPROVING AN OFFICIAL LOGO AND TAGLINE FOR THE CITY OF BRENTWOOD.

WHEREAS, on January 27, 2004, the City Council authorized a Professional Services Agreement with CBIZ Marketing Services Group to conduct market research and develop a communications plan for the City; and

WHEREAS, on August 9, 2005, the City Council authorized Professional Services Agreement with CBIZ Marketing Services Group for the development and implementation of this plan, including a review and design of an official logo and tagline; and

WHEREAS, on January 24, 2006, the City Council reviewed and discussed the staff’s first recommendation on an official logo and tagline and directed staff to continue work on other possible logo options; and

WHEREAS, the City Council believes that it is important for the City to have an official identity in the form of a single logo and tagline; and

WHEREAS, the City Council has selected the logo that is attached as Exhibit A to this resolution and has adopted “Heritage. Vision. Opportunity.” as its official tagline.

NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Brentwood hereby approves an official logo and tagline for the City of Brentwood.

PASSED, APPROVED AND ADOPTED by the City Council of the City of Brentwood at a regular meeting held on the 25th of April of 2006 by the following vote:


 

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