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Home My WebLink AboutR-2018-031 Approves and Adopts the New Logo Design, Seal, Tagline, Brand Statements, Brand Standards & Rebranding Plan for the City of Dania Beach RESOLUTION NO. 2018-031 A RESOLUTION OF THE CITY COMMISSION OF THE CITY OF DANIA BEACH, FLORIDA APPROVING AND ADOPTING THE NEW LOGO DESIGN, SEAL, TAGLINE, BRAND STATEMENT, BRAND STANDARDS AND REBRANDING PLAN FOR THE CITY OF DANIA BEACH AND AUTHORIZING THE CITY MANAGER TO TAKE ALL NECESSARY STEPS TO IMPLEMENT THE BRANDING PHASES; PROVIDING FOR CONFLICTS; FURTHER, PROVIDING FOR AN EFFECTIVE DATE. WHEREAS, the 2010 U.S. Census found that the demographics in the City of Dania Beach have changed over the past fifteen (15)to twenty(20) years; and WHEREAS, the City utilized the volunteer services of Redline Media Group to evaluate the current City logo and image and to make recommendations for any updating; and WHEREAS, Redline Media Group conducted several focus groups of community stakeholders to discuss the current image and logo and new branding and logo concepts; and WHEREAS, the feedback from the focus group was largely positive and that the City should work toward enhancing its image as a destination; and WHEREAS, at the November 14, 2017 City Commission meeting, Redline Media Group presented the City with new logo and slogan designs which reflected the comments and concerns raised by the focus group participants; and WHEREAS, the City Commission approved a new logo and slogan at the November 14, 2017 City Commission meeting; and WHEREAS, at the January 9, 2018 CRA Board meeting, the CRA Board, which also acts as the City Commission, requested that the CRA assume responsibility for the rebranding initiative; and WHEREAS, on February 26, 2018, the CRA Board conducted a workshop to discuss the rebranding concepts, implementation plan, and budget; and WHEREAS, the City Commission has reviewed the proposed new logo, seal, tagline, brand statement, brand standards and rebranding plan and believes its adoption will reflect positively on the City of Dania Beach and its residents; NOW, THEREFORE, BE IT RESOLVED BY THE CITY COMMISSION OF THE CITY OF DANIA BEACH, FLORIDA: Section 1. That the foregoing "WHEREAS" clauses are ratified and confirmed as being true and correct, and they are made a part of and incorporated into this Resolution by this reference. Section 2. The City Commission approves and adopts the new logo design, seal, tagline, brand statement, brand standards and rebranding plan and further authorizes the City Manager to execute any necessary documents to implement the newly adopted branding plan. A copy of such plan is attached and incorporated by this reference; the City Manager, the City Attorney and the CRA Executive Director are authorized to make revisions to the plan as are deemed to be in the City's best interests. Section 3. All resolutions or parts of resolutions in conflict with this Resolution are repealed to the extent of such conflict. Section 4. That this Resolution shall become effective immediately upon its passage and adoption. PASSED AND ADOPTED on February 27, 2018. ATTEST: �4o�P�'s Fi�rc�rf cJ KJ LOUISE STILSON, CMC MARA JA Zn CITY CLERK AYOR A�� 1 APPROVED AS T O AND CORRECTNESS: rl , — THOMAS J. A4SB O CITY ATTORNEY 2 RESOLUTION#2018-031 DANIA BEACH SEA IT.LIVE IT.LOVE IT. Rebranding Implementation Plan Phase One: Branding the City's Foundation The City's employees and staff are its most valuable resource. Staff members from all departments are the public's first point of contact and, therefore, are highly responsible for creating an outstanding first impression to the public. Phase one of this brand strategy is expected to last over the course of 12 months. Employee Brand Training — to ensure employees understand the City's mission, promise, and attributes of its new brand. Customer Service Training—the City's approach to its customer service must be reflected in the brand. This includes, but is not limited to using professional phone and voicemail greetings across departments and instituting informational recorded voice messages for phone calls that are placed on hold that will also direct callers to the City's online services for quicker assistance and update them on City-wide events and programs. New Employee Orientation —new employee orientation will introduce City of Dania Beach new hires to the City's brand attributes and values. This includes but is not limited to the Citywide philosophy of customer service, the City's mission,promise and attributes of its brand. Updating Internal and External Communication Tools—the City's new logo design and tagline will be applied to the City's letterhead, envelopes, business cards, newsletters, flyers, and other communication tools. Employees will be required to adopt the City's new logo, tagline, font styles, and color schemes to all e-mail account signatures. Staff intends to update all communication tools with the City's new branding image as new purchases become necessary. A citywide standard operation procedure will be developed to provide staff with accurate assistance on when and how to best use the City's logo and tagline. Technology — rebranding the City will occur primarily through the City's website. This will require a complete redesign of the City's website to increase customer convenience and accessibility. The City's redesigned website should not only provide information but reflect the City's new brand identity. Residents, visitors, business members, and tourists should be able to know at first glance what Dania Beach is all about. 3 RESOLUTION#2018-031 Social media will also be used from the City's website to help Dania Beach communicate with the public and vice versa. Although social media is a wonderful tool, staff intends to implement standard operation procedures directing and providing employees with clear direction on the type of information, pictures, and updates that should be relayed to the public. Social media will also be a chief tool in the City's external branding launch. Staff also aims for Dania Beach Channel 78 to showcase the City's new brand by improving the Dania Beach viewer experience. Staff will seek ways to provide quality programming, effective bulletins that are up-to-date with City events and programs, and a universal look which includes applying the City's logo and color scheme to all postings. Updating City Uniforms and Property — the City's new logo design and tagline will be applied to new uniform and vehicle purchases as they become necessary. The same process will be used for replacements of small signs and banners. Branding Our Foundation Events — to reinforce and encourage fun involvement and implementation of the City's new branding image, City employees and staff will play a fundamental role in the gradual process of rebranding the City. Accordingly, employee branding events will be scheduled. Phase Two: Champion the Brand Phase Two of this brand strategy will begin while some functions under Phase One are still being instituted. However, Phase Two is the City's opportunity to "Champion the Brand." This phase will be a slower process, spanning over approximately 1 to 2 years to full realization. This is the commencement of the City's brand awareness campaign. To "Champion the Brand, the City will need its own Brand Champions including: Dania Beach Elected Officials, City Employees, Dania Beach Community Redevelopment Agency, Dania Beach Chamber of Commerce, Dania Beach Neighborhood Schools, Business Leaders, Civic Leaders, Community Representatives, and the City's Residents. Elected Officials—Members of the City Commission represent the public, and as such they will be instrumental in championing Dania Beach's new brand, both locally and nationally. Partnering with organizations with similar brand values and goals will lead to cross-promotion opportunities that will spread awareness of Dania Beach's new image. Staff believes these mutually beneficial partnerships will apprise industries such as arts and entertainment, hospitality and tourism, education, engineering and development and both sales and services of the new Dania Beach brand. Advertising—Phase Two will consist of various grassroots events to get all Dania Beach Brand Champions engaged. Staff recommends an initial advertising campaign consisting of various marketing techniques, such as web banner advertisements on high traffic websites, and popular mobile applications which will direct the public to the City's website. Together with the Dania Beach Chamber of Commerce and other marketing groups, the City will display advertising through various public and private venues. Advertising may also be communicated on the City's 4 RESOLUTION#2018-031 minibus system, as well as television and radio commercials, if possible. Based on the high traffic on Federal Highway and other major corridors, the City is poised for recognition by installing state-of-the-art monument signs. Signage — With the City of Dania Beach located between the cities of Hollywood and Fort Lauderdale, there is a need to display signage. Citywide wayfinding signs will bear the City's new logo and tagline. The City's long-term goal will be to make City entrances and exit ways more prominent. Staff will explore using distinct signage that will make Dania Beach stand-out amongst its neighboring cities. Additionally, the City's infrastructure such as park facilities, City Hall and other facilities will incorporate the new Dania Beach logo design. Media—the City's public relations efforts will be focused on opportunities that will target prime media outlets and spread brand awareness both locally and nationally. This includes pitching Dania Beach events and keeping the media up-to-date on the City's overall progress. Staff will also use the City's newsletter, What's Happenings in Dania Beach, which reaches many residents and business owners to inform them on the new Dania Beach brand. Prime media outlets will be invited to attend the unveiling of the new monument sign in Dania Beach. Eye-catching media kits will be produced for the press with the new logo and tagline, as well as brief snapshots highlighting City Departments, City Commissioners, and Community Partnerships. Events and Activities — Strategic events and activities will be used to effectively engage Dania Beach Brand Champions from all aspects of the City. These events will be coordinated to create buzz around the new Dania Beach brand. Potential events and activities will include existing annual events and possible new events such as: • "Founders Day" — The Dania Beach community will embrace the history of the City and look forward to moving ahead positively. • "We Are Dania Beach" Art & Essay Contests — Dania Beach schools will be invited to participate in this activity. Students will compete by expressing their Dania Beach pride in the form of artwork and creative writing. Winners will be showcased in the Dania Beach City Hall and receive prizes. • "Cultural Festivals" — Dania Beach prides itself in its diversity of its residents. This provides an opportunity for the Dania Beach community to come together and celebrate its unity while learning about other cultures. • "Dania Beach Arts and Seafood Celebration" — this event will attract residents and visitors of all ages to Dania Beach. • "A Greener Dania Beach" — residents and businesses will be invited to the City's Greenfest to promote environmentally conscious ways to live at home by showcasing easier ways to reduce,reuse, and recycle products. 5 RESOLUTION#2018-031 • "A Healthier Dania Beach"—Dania Beach hosts various health fairs throughout the year at its community centers. Staff would like to coordinate its own 5K/10K Walk or Ride for Fitness event for its residents. Phase Three: Keeping Brand Legacy The City will need to protect the investments of its strategic branding efforts. This will require staff to ensure the logo design and tagline are properly copywritten and trademarked, maximize the leverage of the City's brand through events, activities, and partnerships that cross promote Dania Beach, continually seek to meet the needs of Dania Beach's changing demographics and economic factors. The longevity of the Dania Beach brand will be supported by dedicated Brand Champions, especially the Dania Beach elected officials, and employees for years to come. Analysis If approved, the logo design, tagline, branding plan and campaign will be launched in phases. There will be progressive changes to the City's logo on communications tools, City equipment, vehicles, and signage which will follow the general City equipment replacement schedules on an as needed basis. The initial goal of the City's Branding Plan will be to implement the approved new logo gradually, beginning with changes that will incur little to no cost to the City. As phasing progresses and the procurement process allows for budget projections and adjustment, staff will be proposing budget items to the City Commission for the appropriate fiscal years. As the budget allows, multiple phases may be implemented simultaneously. RESOLUTION#2018-031 DANIA BEACH SEA IT. LIVE IT. LOVE IT. Brand Statement We will transform Dania Beach as a City and a premier destination. Dania Beach will be a source of pride for our stakeholders. Dania Beach promises residents, businesses and visitors a true renaissance, building a bridge from our history to our future. We embrace the spirit of reinvention and promote a modern ideal while honoring our unique charm and identity. The Dania Beach experience is one of optimism and revitalization. We will provide an atmosphere where commerce and industry can thrive. We will create a sense of community and promote an enhanced quality of life through culture, diversity, entertainment, recreation, and sustainable development. DANIA BEACH SEA IT. LIVE IT. LOVE IT. DANIA : .: DANIA BEACH BRAND PACKAGE 2 UFTIOI� <' VANlg6, qe(/SHE�ti CITY SEAL /A D: DANIA BEACH BRAND PACKAGE 7 DANIA BEACH SEA IT LIVE IT LOVE IT John Longname ";ity Official I City of Dania Beach J o hnLvtd an i a beachfl.aov 100 v9. Uani.,3cach Boulevard I Dania Beach,FL 33004 Phone(954)924-6600 I Fax(954)924-0000 This email and any hies transmitted with it are confidential and intended solely for the use of the individual or entity to which they are addressed.Access to this emad by anyone a isa a u—th--di,if you not the intended recipient,any mtarcepl—,copymq,distribution,disclosure or use of this transmission or any information contained in it is strictly taohibitad.and may be subject to criminal and civil penalties. RI ICI IVI %it ILIA[JkO LIP DANIA ; D: DANIA BEACH BRAND PACKAGE 9 John Longname City Official DANIA BEACH City of Dania Beach . �IV f 100 W Dania Beach Boulevard J (••� J 1f - Dania Beach,FL 33004 Phone:954.924.6B00 Fax:954.924.0000 R I DUNE Ml DI 1(,ROLII' i Z. DANIA BEACH ►: r DANIA BEACH BRAND PACKAGE 10 S i A li LI'iI,I LClV I, CITY OF DANIA BEACH 100 W 3anla Bk acre 8—I. d h+ma clench.FL 3300.1 OANIABEACHFL.GOV CITY Of DANIA BEACH _. �i.... r. 0-ABEA1NE1 OOV RI PLINI'Mi DIA C.%-Lll' DANIA BEACH 18-DBFL-0223-DANLA BEACH BRAND PACKAGE 13 City of Dania Beach 100 W Dania Beach Boulevard Dania Beach, FL 33004 DANIA BEACH SEA IT, LIVE IT. LOVE IT. DANIA BEACH 18-DBFL-0223-DANIA BEACH BRAND PACKAGE 16 SEA IT, LIVE IT. LOVE IT. DANIA BEACH /: 1 DANIA BEACH BRAND PACKAGE 19 I John Smith title fi DANIA BEACH SEA IT.LIVE IT LOVE IT. �p"U" DANIA BEACH 18-DBFL-0223-DANIA BEACH BRAND PAC J KAGE 21 I SEA iT. LIVE tT. LOVE IT. DA r: r DANIA BEACH BRAND PACKAGE 22 g� s e DANIA SEAIT BEACH Wq IT. DANIADEACHFI_.LpV I)ANIABEACHFI.COY i I i r i ni i"i "u 1 41 Lrl'ur � . DANIA i • r: r DANIA BEACH BRAND PACKAGE 23 -SEA IT. -LIVE IT. KAN -LOV E I T. S ■ ■ DANh� ■ g�p(N� DANIA BEACH 18-DBFL-0223-DANIA BEACH BRAND PACKAGE 24 WELCOMETHANK YOU • FOR VISITING DANIA DANIA Rom. t. BEACH BEACH 417i WWI NIA BEACH 18 DBFL 0223 DANIA BEACH BRAND PACKAGE 27 t DANA MAN DEVELOPMENT RENDERINGS OPTION t t lu DEVELOPMENT BEACHDANIA RENDERINGS SEA IT.LIVE IT LOVE IT OPTION B DANIA ; D: DANIA BEACH BRAND PACKAGE28 I loo • i ow, W-0 lowM, r.. , WT �� Hsu osw - SEA IT uvE IT.LOVE IT. SEA IT.LIVE IT. LOVE IT. SEA IT. LIVE IT. LOVE IT. i , . ,: . r � l RI DLINI \II ICI 1 Jai lli' DANIA BEACH 18-DBFL-0223-DANIA BEACH BRAND PACKAGE PANTONE PANTONE • 102 C �:11-`II�.i VI1�I�IZ�IZ��UP r" oA.IaaEACH LOGO BRAND GUIDELINES. AVEUR SANS SAVEUR SANS LIGHT SAVEUR SANS REGULAR SAVEUR SANS SEMI-BOLD SAVEUR SANS BOLD THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG. ABCDEFGHIALMNOPQRSTUVWXYZ 0123456789 f �1 DANIA BEACH LOGO RULES 4 COLOR LOGO Never aiter or redraw the Dania Beach logo. • Do not change thefoht • Do not manipulate the . squash the logo. Do not change or alter tPe-11 11 1 tre logo- - If the logo is ever t6ed on black always use the one color white version of tL PANTONE PANTONE PANTONE 102 C CMYK CM v< CMYK RGB RGB RGB DA N I A BEACH HEX HEX - H -i;7'7�n 0;7: SEA IT. LIVE IT. LOVE IT. -""°" C °E' DANIA BEACH ONE COLOR LOGO RULES ONE COLOR BLACK ONE COLOR WHITE Never alter or redraw the Dania Beach loEo. WHITE Do not Change the font Do not manipulate the per5pedFve. C squash the logo. • Do not change oralterthe Brand coo the logo. if thee logo,s eve-Used On Clack a',ways j, CM'.% CMYK the one color wh'te version ofthe I.-o- _ RGB RGa NE% DANIA BEACH SEA IT.LIVE IT.LOVE IT • DANIA BEACH SYMBOL/ICON LOGO 4 COLOR LOGO PANTONE '%ANTONE PANTONE 102 C CMVK cm RGB RGB RGB 2':;0 0,,1 203 It. HEX HEX �0(t dOCFl=CPS DANIA BEACH ONE COLOR SYMBOL/ICON LOGO ONE COLOR BLACK ONE COLOR WHITE RICH WHITE BLACK I CMYK CMYK DANIA BEACH LOGO SPACING BASIC RULES It is important to keep the Dania Beach logo clear of any other graphic elements. To regulate this, an exclusion zone has been established DANIq BEACH LOCH DANIA BEACH SYMBOL/ICON LOGO around the Dania Beach logo. This zone indicates the closest any other graphic element or message can be positioned in relation to the logo. The interior pink building color -a- width in the Dania Beach logo should be used as the unit of Minimum Minimum measurement.It is used to size empty space empty space - should always be should always be and space graphic elements the"width"ofthe the"width"ofthe proportionally to the logo. "pink"interior of "pink"interior of Remember: the important yourlogo yourlogo measurement is the width of the interior pink building color on the left,right,top and bottom ofthe logo. DANIA BEACH SEA IT.DIVE IT.LOVE IT. DANIA BEACH LOGO INCORRECT LOGO USAGE I The logo should be easy to read and should always have breathing room. • Do not cha nge the font • do not manipulatethe perspective.skew or squash the logo. Never use Non Brand Colors Never distort the logo. Never use gradients or drop Do not change or alter the Brand colors shadows on the logo of the logo. • Never remove any parts ofthe logo. • Never use the logo in anyofthe incorrect logo usage examples. op�ipElDUCHlea Never ad any design elements to Never alter the typeface of the logo. Never use just the inner colored or around the logo. shapes ofthe logo. DANIA BEACH LOGO BACKGROUND USAGL -� we r +; The logo should be easy to read and should always have breathing room. Do not change the font do not manipulate the perspective,skew or squash the logo. Never use the logo on busy Do not crop the logo.must have Never use the logo on a background Do not change or alter the Brand colors backgrounds or patterns where it even spacing all around. with the same contrast. of the logo. may be hard to identify. Never remove any parts of the logo. • Never use the logo in any ofthe incorrect logo usage examples. r.. SEAMA BEACH -� SEA IT.LIVE LOVE IT . You can use the logo over patterns Make good use of negative space You can place the logo on an and textured backgrounds as long as around the logo when placing it image as long as it is the logo is visible and has contrast. on any background. not busy. DANIA BEACH LOGO BRANDING ma -ONSTRUCTIONWALL-OPTIONA I DEVELOPMENT Y � DANIA BEACH RENDERINGS SEA R LIVE IT LOW It CONSTRUCTIONWALL-OPTIONS LOGO GUIDELINES I DANIA BEACH