CITY COUNCIL AGENDA ITEM
Meeting Date: April 25, 2006
Subject/Title: Approve an Official Logo and Tagline for the City of
Prepared by: Linda Maurer, Economic Development Manager
Gail Leech, Management Analyst
Submitted by: Donna Landeros, City Manager
Adopt a resolution approving an official logo and tagline for the City of
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.
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
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
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
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.
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.
Exhibit A: Existing logos being used by the City
Exhibit B: First logo and tagline recommendation
Exhibit C: Alternate logo and tagline recommendation
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
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
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: