HomeMy WebLinkAbout10. Provide direction regarding Central San new logo design
CENTRAL SAN BOARD OF DI RECTORS
POSIT IO N PA PER
M E E T I NG
D AT E :
J ULY 20, 2017
S UB J E C T: P R O V I D E D I R E C T I O N R E G A R D I NG C E NT R A L S A N NE W L O G O D E S I G N.
S UB M I T T E D B Y:
E MI LY B A R NE T T, C O MMUNI C AT I O N
S E RV I C E S A ND I NT E R G O V E R NME NTA L
R E L AT I O NS MA NA G E R
I NI T I AT I NG D E PART M E NT:
A D MI NI S T R AT I O N - C O MM S V C S A ND
I NT E R G O V R E L
RE V I E WE D
B Y:P HI L I P L E I B E R , D I R E C TO R O F F I NA NC E A ND A D MI NI S T R AT I O N
R oger S . B ailey
G eneral Manager
K enton L . A lm
D istrict C ounsel
I S S UE
P rovide direc tion f or the new C entral S an logo that would better ref lect the operations, services, and
programs f or C entral S an today and into the f uture.
B AC K G RO UND
C omprehens ive research has indicated that C entral S an’s customers have little to no f amiliarity of the
D istrict’s name (C entral C ontra C osta S anitary D istrict), and f urthermore c us tomers could not identif y the
agency respons ible f or providing their was tewater service. C entral S an’s F is cal Year 2016-18 S trategic
P lan sought to address these issues with G oal O ne - P rovide E xceptional C ustomer S ervice, S trategy 1 –
F oster C ustomer E ngagement and Awarenes s. A t the November 17, 2016 B oard meeting, it was the
consensus of the B oard to proceed with a rebranding “lite” process, leaving the name of the D istrict
unchanged but using the name “C entral S an” to help increase name recognition and expending an
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ITEM 10 Page 1 of 3
estimated $7,000-$10,000 to develop a new logo, tagline, and style guidelines to ref lect the shortened
name.
S taf f has been working with F ineman P R to develop new logo options, with a tag line and style guidelines
to f ollow based on B oard direction on the c hoice of the logo. F ineman P R was provided direction to
create two conc ept logos (which will be provided at the meeting) that would communicate the process of
cleaning was tewater, highlight the importanc e of recycled water, showcas e C entral S an as a water sec tor
utility, and pos ition the D istrict visually as an industry leader, pairing with the D istrict's current and f uture
innovative ef f orts .
Need for change
L ogos are inc redibly important to an organization’s rebranding ef f orts as they help quickly connect
customers with the brand. R ecent research s tates that the brain can identif y 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 f as ter than text. T his means that a strong logo can communic ate C entral S an’s messages on
the wastewater treatment process, importanc e of recycled water, and pos itions C entral S an as an
innovative water sector utility. E xamples of the two logo designs will be pres ented at the meeting.
A dditionally, s taf f has just completed the R F P process to redesign the D is trict's external and internal
websites. T he timing would align very well to implement a new D istrict logo and color scheme f or thes e
websites and f urther support the D istrict's branding outreach strategy. B oth D istrict websites will also
integrate visually with other sites utilized by C entral S an that interf ace with the public such as Neo G ov
(Human R esourc es) and Novus A genda.
T he two propos ed logos designs were pres ented and discussed at the May 26, 2017 and J une 20, 2017
A dministration C ommittee meetings. A t the J une 20, 2017 A dministration C ommittee meeting, staf f was
asked to provide additional logo variations that merged the D istrict's current logo with logo O ption A . S taf f
provided the merged options as well as pres ented the proposed new logo designs at the J uly 7, 2017
A dministration C ommittee meeting. T he A dministration C ommittee reviewed all the items and, without
making a recommendation, directed staf f to provide both the new logo options prepared by F ineman P R a
well as the merged options requested by the C ommittee to the f ull B oard f or review.
B oard action is needed to provide direction to staf f regarding selection of the new logo. S taf f is
recommending the B oard choose either O ption A or B of the new logo des igns prepared by F ineman P R
because both are strong, bold and innovative c andidates that will greatly enhance all C entral S an's vis ual,
printing, branding, and communication needs to customers.
O nce the new C entral S an logo is selected, s taf f will proceed with integrating it with C entral S an’s
multif aceted outreach ef f orts.
ALT E RNAT I V E S /C O NS I D E RAT I O NS
S ee alternatives below.
F I NANC I AL I M PAC T S
T he cost to develop the new logo options, f uture tagline and style guideline will be between $7,000 and
$10,000 total. O nce a new logo is selected, it will be necessary to integrate the new logo with C entral
S an's current outreach ef f orts. T his should result in minimal labor costs. T he implementation process will
largely be on an as-needed basis, thereby les s ening the f inancial impacts . F or example: 1) new letterhead
will be ordered only af ter the inventory of exis ting letterhead is depleted, and 2) changes to signage and
banners will be s taggered according to need. A dding new graphics to C entral S an vehicles will cost
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ITEM 10 Page 2 of 3
approximately $8,320 ($80/vehicle). D ue to the f act that the name of the D is trict has only been shortened,
and the legal name of the D istrict remains intac t, it avoided the need f or c os tly signage changes. O ther
changes will be made upon consultation with the G eneral Manager.
C O M M I T T E E RE C O M M E ND AT I O N
T he two propos ed logos designs were pres ented and discussed at the May 26, 2017 and J une 20, 2017
A dministration C ommittee meetings. A t the J une 20, 2017 A dministration C ommittee meeting, staf f was
asked to provide additional logo variations that merged the D istrict's current logo with logo O ption A .
S taf f provided the merged options as well as presented the proposed new logo designs at the J uly 7,
2017 A dminis tration C ommittee meeting. T he A dministration C ommittee reviewed all the items and,
without making a recommendation, directed s taf f to provide both the new logo options prepared
by F ineman P R a well as the merged options requested by the C ommittee to the f ull B oard f or review.
RE C O M M E ND E D B O ARD AC T I O N
R eceive the pres entation and direct staf f to proceed with implementation of one of the new logo options or
provide some other direction to staf f .
Strategic Plan Tie-I n
G O A L O N E : P r ovide E xceptional C ustomer S er vice
Strategy 1 - Foster Customer Engagement and Awareness
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