HomeMy WebLinkAboutAGENDA REPORT 2004 0602 CC REG ITEM 09DITEM q. �D •
MOORPARK CITY COUNCIL
AGENDA REPORT
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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
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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
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