HomeMy WebLinkAbout15 PROPOSED CITY BRANDING 06-19-07,:_--..~~ Agenda Item 15
AGENDA REPORT Reviewed:
,, ~, - City Manager
_.~; Finance Director ~ .
MEETING DATE: JUNE 19, 2007
TO: WILLIAM A. HUSTON, CITY MANAGER
FROM: LISA WOOLERY, COMMUNICATIONS MANAGER
SUBJECT: PROPOSED CITY BRANDING
SUMMARY:
Council has directed staff to increase communication efforts and the visibility of City
programs and services; thus, it is necessary to brand the City to make communications
pieces immediately recognizable.
RECOMMENDATION:
Pleasure of the City Council, please provide feedback.
FISCAL IMPACT:
The artist will be paid $4,500 for creating concepts for the final brand. That brand will
then be owned by the City to use for many purposes.
BACKGROUND:
Why do we need to create a brand?
Whereas the City Seal provides an excellent identity for the City, as we move forward
with more sophisticated communications efforts to the public, we will want to make
communications immediately recognizable.
What will the brand do?
• Give a contemporary look to the City, while continuing to embrace the City seal,
which marks its history.
• Provide a relatable identity to the City. We will define the City through visuals and
specific marks.
• Help the public to know immediately that a piece of mail, website, brochure, etc.
is from the City.
How will the brand be used?
Brands will be used when the City needs to be immediately recognized and the content
needs to be immediately understood as official City communication:
• Website
• Brochures
Page 2
• Print materials
• Park signage
• Signage, etc.
The two brands that are presented capture aspects about Tustin that make it a unique
community.
The first brand is a variation of the Tustin Legacy branding that was recently
implemented. It breaks the City down into four prominent aspects that make up the
community of Tustin: .
1. The City of Trees
2. The agrarian history
3. The focus on community in Tustin
4. The future of Tustin shown abstractly through the pathway and the Tustin Legacy
arches.
We emphasize community with the tagline: City of Tustin Your City.
This brand is versatile because the four squares could be used alone, or together. For
example if we are doing a communication about Tustin Legacy we could use the arches
square.
The second brand focuses on community and a description of the past, the present, and
the future. We see the past in the "old town" feel, the nostalgic design, and its slightly
reminiscent orange crate design. We see the present with the scenery, the hills, tranquil
street, the Old Town street signs. The future is shown through the pathway or road and
the Legacy arches. This brand also places Tustin geographically through the positioning
of Saddleback's skyline with the rays of sun.
In addition to seeing the brands in an 8112 x 11 format., they have been reduced in size
so that you can see how recognizable they are in a very small format such as a
business card size.
See brands attached.
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Lisa Woolery,
Communications Manager
CITY OF
TUSTIN
YOUR CITY.
TC~ H~I~1C)R CUR PAST.
BUILDING A FUTURE