Community Branding, Signage and Logo Tuesday, July 7, 2015

• History

• Implementation and deployment

• Future deployment plans

• Use of marks, logos and branding – other cities, governments and organizations

• Questions

History

• Prior to 2012, the city did not have a standard logo for branding, marketing or promotion

• For these purposes, the city seal, occasion-specific logos and department-specific logos were used

Examples

Ocala Community Branding History • In 2010, two community priorities were recognized

through the Vision 2035 process: improved gateways and connectivity

• A wayfinding program was identified as the means to achieve the goals of improved gateways and connectivity

• In Fiscal Year 2012, Merje was hired to design the city’s wayfinding program

• As part of the wayfinding design process, Merje designed a logo for community branding and created a tagline

History

• February 27, 2012 - two public meetings

• February 28, 2012 – two public meetings

– The community was invited to these meetings to provide Merje input and recommendations regarding what they would like to see in the city’s branding, signage and logo

History

• April 23, 2012 - two public meetings

• April 24, 2012 – two public meetings

– The community was invited to these meetings for Merje to present the three branding, signage, logo options created as a result of the initial public meetings held in February

Option 1

Option 2

Option 3

After feedback from April’s public meetings, city council selected option 2, with a revised tagline:

History • In August 2012, city council approved the new logo and

tagline • An implementation plan was deployed • Plan instructed to use the new logo on:

– Business cards – Letterhead, envelopes, note cards – Electronic signatures on email – Power point presentations – Fliers, mailers, banners or other advertisements – Plaques and signs – Promotional items (pens, pencils, notepads, key chains,

stickers, t-shirts or other items used as “give-aways”) – Vehicles

History • Per the implementation plan, the Police Department,

Fire Rescue, Airport , Ocala Golf Club and TPO would continue to use their existing logos

• The city seal would continue to be used on official city maps, revenue bonds and historic maps, per city code

Community Branding, Signage and Logo Deployment • Since 2012, $205,000 have been expended on branding,

signage and logo deployment by the following departments: – Water Resources – Electric – Growth Management – Recreation & Parks – Fleet – Facilities – Central Business District – HR/Risk Management – Public Communication

Examples - Wayfinding

Examples - Wayfinding

Examples - Wayfinding

Examples – Logos, Branding, Promotion

Examples

Examples

Examples

Future Deployment – Airport

Future Deployment – Airport Business Park

Future Deployment – Historic District

Future Deployment – S Curve

Future Deployment – Parks

Future Deployment – Water Resources

Use of Marks, Logos and Branding – Other Cities and Organizations

Cities using their logo/mark and tagline only

Cities/governments using both seal and logo

Cities using a seal only

Community Branding – Orlando – Logo and Tagline only for Economic Development

State of Florida uses seal for official correspondence, documents and website. State tourism mark is used to promote Florida.

University of Florida: Seal, University Mark and Athletics Logo

Questions?