HomeMy Public PortalAbout10) 7F Status Report on New City LogoAGENDA
ITEM 75.
MANAGEMENT SERVICES DEPARTMENT
DATE: September 3, 2013
MEMORANDUM
TO: The Honorable City Council
FROM: Jose E. Pulido, City Manager (�
Via: Brian Haworth, Assistant tfo the City Manager
Economic Development Manager
By: Chelsea Wood, Management Analyst
Wendy Chung, Management Analyst
SUBJECT: STATUS REPORT ON NEW CITY LOGO
RECOMMENDATION:
Since the Fuel Creative Group (the City's graphic designer) finalized the logo design,
the City Council (Council) is requested to receive and file this report.
BACKGROUND:
1. During a July 30, 2013 Special Meeting (Attachment "A"), staff presented Council
with 10 preliminary logo concepts. Designs were based on direction from the
Rosemead Boulevard Improvement Project Standing Committee (i.e., Mayor Pro
Tem Carl Blum and Councilmember Vincent Yu) to take creative inspiration from the
project's camellia motif, which are being sandblasted on concrete pavers along new
Rosemead Boulevard sidewalks. FUEL Creative Group presented logo concepts
which incorporated stylized camellias, paired with the name "Temple City" in various
bold fonts.
2. On August 15, 2013, FUEL Creative Group submitted the revised logo design to the
City Manager, which incorporated refinements as requested by the Council.
ANALYSIS:
In July, the Council selected Option 4a (Attachment "B") for further refinement,
requesting the font kerning (i.e., letter spacing) of both "Temple" and "City" be centered,
rather than fully justified, to achieve visual balance between the two words. With these
City Council
September 3, 2013
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comments, FUEL Creative Group was directed to refine a final logo design by August
15, 2013 to ensure timely completion of projects that were pending incorporation of the
new City logo (i.e., the new City website, new citywide street and wayfinding signage,
and new vehicle wraps for the City's fleet vehicles).
Per the Council's direction, FUEL Creative Group refined Option 4a into the final logo
design (Attachment "C"). In addition to incorporating the requested adjustments to font
kerning, the final logo also introduces a new font Gotham, which not only adds more
distinction to the logo as opposed to the initial, more generic Futura font; but also better
complements the curvilinear character of the camellia design. Furthermore, Gotham is a
familiar font to the community, as it is used heavily in the City's quarterly publication,
Temple City Connect.
With the final logo selected, FUEL Creative Group is now assembling an associated
color palette for the City's new brand identity that integrates specific Pantone colors, as
well as defines gray scale colors for black and white logo applications. FUEL Creative
Group has also created a mock business card to demonstrate the application of the logo
on materials that require a smaller scaled graphic (Attachment "D"). All logo artwork will
be rolled out as part of the City's new website (beta -launching in November 2013 for
public testing), citywide street and wayfinding signage, and vehicle wraps (anticipated
early 2014).
CONCLUSION:
The City's new logo is a key component in its larger branding and "placemaking"
initiative. Not only does it help establish a distinctive visual identity for Temple City, but
the unique design projects a sense of progressiveness and confidence reflective of the
organization's commitment to high-quality service. Ultimately, execution of this logo and
corresponding brand identity will enhance the City's public image and advance regional
awareness of local amenities and economic development opportunities.
FISCAL IMPACT:
There is no fiscal impact to the FY 2013-14 City Budget.
ATTACHMENTS:
A. Staff Report from July 30, 2013 Special Meeting
B. Preliminary Logo Option 4a
C. Final Logo Design
D. Example Logo Business Card Application