HomeMy WebLinkAbout04. Review Central San proposed logo designs 40
Central San
TH--f BOARD OF D
IRECTQRS D
POSITION PAPER @LUFY
Board Meeting Date: May 4, 2017
Subject: PROVIDE DIRECTION REGARDING CENTRAL SAN NEW LOGO DESIGN
Submitted By: Initiating Dept./Div.:
Emily Barnett Administration
Communication Services &
Intergovernmental Relations Manager
REVIEWED AND RECOMMENDED FOR BOARD ACTION:
P. Leiber— Director of Finance and
Administration Roger S.Bailey
General Manager
ISSUE: Provide direction for the new Central San logo that would better reflect the
operations, services, and programs for Central San today and into the future.
BACKGROUND: Comprehensive research has indicated that Central San's customers
have little to no familiarity of the District's name (Central Contra Costa Sanitary District),
and furthermore customers could not identify the agency responsible for providing their
wastewater service. Central San's FY 2016-18 Strategic Plan sought to address these
issues with Goal One - Provide Exceptional Customer Service, Strategy 1 — Foster
Customer Engagement and Awareness. At the November 17, 2016 Board meeting, it
was the consensus of the Board to proceed with a rebranding "lite" process, leaving the
name of the District unchanged but using the name "Central San" to help increase name
recognition and expending an estimated $7,000-$10,000 to develop a new logo, tagline,
and style guidelines to reflect the shortened name.
Staff has been working with Fineman PR to develop new logo options, with a tag line
and style guidelines to follow based on Board direction on the choice of the logo.
Fineman PR was provided direction to create two concept logos (which will provided at
the meeting) that would communicate the process of cleaning wastewater, highlight the
importance of recycled water, and showcase Central San as a water sector utility.
Need for chance
Logos are incredibly important to an organization's rebranding efforts as they help
quickly connect customers with the brand. Recent research states that the brain can
identify images seen in as little as 13 milliseconds. Ninety-three percent of all human
communication is visual, and the brain processes images 60,000 times faster than text.
This means that a strong logo can communicate Central San's messages on the
wastewater treatment process, importance of recycled water, and positions Central San
as an innovative water sector utility. Examples of the two logo designs are attached.
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POSITION PAPER
Board Meeting Date: May 4, 2017
Subject: PROVIDE DIRECTION REGARDING CENTRAL SAN NEW LOGO DESIGN
Board action is needed to provide direction to staff regarding selection of the new logo.
Staff is not making a recommendation on either of the options as both are strong, bold
and innovative candidates that will work well for all Central San's visual, printing, and
communication needs to customers.
Once the new Central San logo is selected, staff will proceed with integrating it with
Central San's multifaceted outreach efforts as well as move forward to create a tagline
and style guidelines.
ALTER NATIVESICONSIDERATIONS: See alternatives below.
FINANCIAL IMPACTS: The cost to develop the new logo options, future tagline and
style guideline will be between $7,000 and $10,000 total. Once a new logo is selected, it
will be necessary to integrate the new logo with Central San's current outreach efforts.
This should result in minimal labor costs. The implementation process will largely be on
an as-needed basis, thereby lessening the financial impacts. For example: 1) new
letterhead will be ordered only after the inventory of existing letterhead is depleted, and
2) changes to signage and banners will be staggered according to need. Adding new
graphics to Central San vehicles will cost approximately $8,320 ($80/vehicle). Due to
the fact that the name of the District has only been shortened, and the legal name of the
District remains intact, it avoided the need for costly signage changes. Other changes
will be made upon consultation with the General Manager.
COMMITTEE RECOMMENDATION: The Administration Committee reviewed this
information on April 24, 2017 and recommended that the Board direct staff to XXX.
RECOMMENDED BOARD ACTION: Receive the presentation and take one of the
following actions:
1) Direct staff to proceed with implementation of choice A logo.
2) Direct staff to proceed with implementation of choice B logo.
3) Provide alternative direction to staff.
PP(Emily)Central San Lego 05-04-17 revised.dou
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