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HomeMy WebLinkAboutAGENDA REPORT 2004 0602 CC REG ITEM 09DITEM q. �D • MOORPARK CITY COUNCIL AGENDA REPORT ud Alt reL(,vtn -Jtcaa -dam✓ TO: Honorable City Council FROM: Julie C.T. Hernandez, Senior Management Analys DATE: May 26, 2004 (CC Meeting of 6/2/04) SUBJECT: Consider Proposed Tagline, Logo, and Color Palette BACKGROUND On April 2, 2003, the Moorpark Redevelopment Agency approved a contract with Mayerson Marketing & Public Relations of Westlake Village to assist the Redevelopment Agency staff with the development of a comprehensive marketing plan for Moorpark. Three separate work products were approved in the contract: 1) development of a Moorpark `identity" or "brand ", including the development of a Moorpark tag line, logo and color palette, as well as guidelines that can be developed into a City policy for use of these items to establish a standard look that is immediately recognizable as the City "brand "; 2) development of an economic development marketing package; and 3) development of four quarterly magazine covers. An additional service that is available through the contract, at an additional hourly rate, is consultation for City -wide implementation of the "brand" policy for each of the City's public information materials, such as bringing the City's newly designed website into conformance, as well as other paper, publicity and marketing products produced by the City. DISCUSSION This report provides the first Marketing contract, the Moorpa line, logo and color palette. magazine covers, is completed; development marketing package, Moorpark "brand" is finalized. work product in the rk "brand ", including Work product #3, and work product #2, will be developed Mayerson the tag quarterly economic once the 000240 Tag line, Logo and Color Palette May 25, 2004 Page 2 As described in the attached report from Mayerson Marketing, a "brand" is used to establish a corporate identity or the organization's "face to the world ". It is a statement of the personality of the organization, and represents how the organization perceives itself and how it wants others to perceive it. A consistent, cohesive, professional, and updated visual identity is important to communicating that the organization is united in its identity, positive in its values, and committed to Moorpark and its residents and businesses. After consultations with City staff and a review of many City documents and materials, Mayerson Marketing provided several versions of logos and tag lines. From these staff narrowed the choices to a few for review by the City Council's Economic Development Committee (Mayor Pro Tem Parvin and Councilmember Millhouse). The Economic Development Committee provided feedback through several iterations to arrive at the product that is being recommended for a City "brand ", including logo, tag line and color palette (Color versions have been provided to the City Council under separate cover). The attached report from Mayerson Marketing describes the purpose of logos, color palettes, and tag lines; and describes the elements that represent Moorpark that were used to develop the proposed tag line, logos and color palettes. STAFF RECOMMENDATION Approve the "brand" presented for the City of Moorpark, including the logo, tag line and color palette as recommended by the City Council Economic Development Committee. Attachment: Mayerson Marketing Logo /Tagline Rationale Report Logo with True Colors Logo with Tag Line Color Palette 000241 August 27, 2003 To: Julie Hernandez From: Nancy Mayerson Subj: Logo /Tagline Rationale I. Introduction - -Why a logo /brand? Beyond a city seal, a contemporary logo and tagline work together to convey the essence and spirit of the City as a community while acknowledging the area's distinctive landscape and historical perspective, and also looking optimistically ahead. It goes beyond the traditional image of the seal by showing what instantly sets Moorpark apart from other places (figuratively and literally )—the surrounding hills and mountains. As a graphic element, the logo with tagline typically is viewed as more friendly and inviting than the seal. They quickly set a tone of Moorpark as progressive and creative. They give City staff a new option for use on printed materials such as the City's magazine, flyers, advertisements and printed public information materials. Other applications may include the opening and closing segments of the City government broadcasts, the City's new website, mailings, posters, banners and signage. Building the City's brand via the logo and tagline helps quickly identify the City's "signature" on events and activities. It helps to show the City's ownership of such things while also building pride in the community. II. Outreach Goals and Targets To successfully link the city's historical character, geography /topography, recreational and educational opportunities, safety and sense of community, the branding program introduces a theme that integrates the concepts of open space, family life, safety, business opportunity, and tranquility and personal contentment. The identity program strives to associate City government services with quality, service and solid value for the taxpayer's dollar. Ongoing efforts will build the brand over time by incorporating the new City logo and tagline on materials produced by the City. Overall goals of the identity effort: • Convey a positive image of the City. • Position Moorpark as a great place to live, work or be in business. • Instill pride among residents, City employees, and local businesses. Targeted Audiences: • Local residents • City employees • The existing business community in Moorpark • Businesses targeted for recruitment by the City 000242 III. Background on Logo Development To develop the logo, the following information about Moorpark was utilized. The City of Moorpark is an oasis of landscaped parks and farmland surrounded by gentle rolling hills. Founded upon agriculture and still home to several high- visibility family farms, Moorpark boasts a family - friendly environment and the distinction of being the safest city in Ventura County. Moorpark also is home to an exceptional unified school district. Its high school's Academic Decathlon Team has finished in the top ten in California for the past eleven years, including two years as national champs. Moorpark's business and housing community is flourishing with new developments while maintaining the natural charm of the city along with preservation of farmland and open space. Boasting this tremendous quality of life, natural surroundings and a business - friendly attitude was the goal of the logo development, and the goal of the eventual launching of an identity program to establish a brand for the City overall, that can be built upon via collateral materials, City television channel and website, departmental mailings and flyers, brochures, signage and other means. IV. The Tag Line Through the "branding" identity program, the City is introduced as integral to maintaining economic balance and high quality of life. Consistent delivery of this message is ensured with a unifying tagline. It reinforces the "consumer promise" in a creative and memorable way: Consumer Promise The City of Moorpark and its staff offer an environment that supports the quality of life of its residents and the success of local businesses. It is the perfect place for families and companies to increase quality of life, productivity and earnings, which creates an overall healthy, happy community. It creates contentment among the people who live or work here. The proposed tagline, then, builds on the Consumer Promise and the positive perceptions people maintain about Moorpark. It positions these impressions in a way that relates to life and achievement, professionally and personally. The proposed tagline is: Life can be this good. The tagline conveys Moorpark as a haven for individuals to grow in their personal and professional lives. It invites families to flourish, be content, and to allow daily life to play out while surrounded by a safe and natural environment. It also invites business owners and executives to live and work in the area, thus reducing commuting stress and increasing productivity. Moorpark's natural beauty and warm family environment shows that life is to be savored, and professional success thrives here. 000243 The descriptive language of the proposed tagline is intended to be used with the logo, or as a stand -alone line of copy. The phrase is descriptive, versus a command (such as "Live the dream" or "Expand your horizon "), so that departments within the City can build their own identity via commands that play -off and complement the descriptive tagline, but do not compete with it or create confusion. For example, the Community Services Department could adopt a line such as "Jump in!" This could be used in harmony with, and as an extension to, the City's logo and tagline. V. Logo and Tagline Together The logo depicts the beauty and unique topography of Moorpark, and symbolizes a tranquil and natural atmosphere. The rolling hills inspire success and invite exploration of the opportunities that Moorpark has to offer. Combined with the tagline, the logo and words work together to develop an identity for the City that reinforces all that is good and unique about it. As it is used, it will develop the City's brand and work toward the goals of community spirit, pride and an optimistic future. 111 VA Logo with True Colors 000245 Lde, cacti be, this- good, Li� caw b_ t�gooaG Lde, wA& be, this- good Lcf� cam b�aG 00024E C -29 C -8 C -38 C -47 C -60 M -3 M -42 M -45 M -36 M -29 Y -44 Y -55 Y -5 Y -3 Y -0 K -21 K -I K - I K - I K -0 PMS 7494 PMS 472 PMS 666 PMS 652 PMS 542 Ga,&f&-flti Pro A 8G DFFG ffIJKL M NOPQ,Gtl TGt V WX YZ abcAG�fyl�L�lcGr�- i,&o�9rStwv -w-xyz 0123456789 00024'7