HomeMy WebLinkAbout2012-04-18 PACKET 04.I.REQUEST OF CITY COUNCIL ACTION COUNCIL AGENDA
MEETING ITEM #
DATE 4118/12 4 1 ./ 0
PREPARED BY Administration Danette Parr
ORIGINATING DEPARTMENT DEPARTMENT HEAD
COUNCIL ACTION REQUEST
Request approval of Option 2 of the imagery to serve as an optional enhancement to the City
Logo and to have the City motto trademarked.
STAFF RECOMMENDATION
Approve Option 2 of the imagery to serve as an optional enhancement to the City Logo and
proceed with having the City motto trademarked.
BUDGET IMPLICATION
BUDGETED AMOUNT
ADVISORY COMMISSION ACTION
DATE REVIEWED
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• PARKS AND RECREATION ❑
• HUMAN SERVICES /RIGHTS ❑
• ECONOMIC DEV. AUTHORITY ❑
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SUPPORTING DOCUMENTS
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❑ RESOLUTION:
❑ ORDINANCE:
❑ ENGINEERING RECOMMENDATION:
❑ LEGAL RECOMMENDATION:
❑ OTHER:
ADMINISTRATORS COMMENTS
ACTUAL AMOUNT
APPROVED
DENIED
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C: \Documents and Settings \nbelscamper \Local Settings \Temporary Internet Files \Content.Outiook\OFUXMGAF \City Council Action Form -City
Logo Imagery - Trademark.doc
CITY OF COTTAGE GROVE
MINNESOTA
TO Mayor and Members of the City Council
Ryan Schroeder, City Administrator
FROM Danette M. Parr, Economic Development Director
DATE: April 12, 2012
RE: City Logo Imagery Enhancements
Background
In recognition of the benefits of further branding the City to showcase City characteristics and
amenities, the City has instituted a number of initiatives. One element of the increased branding
has included the development of a motto to succinctly define our City. The motto development
effort involved input from citizens, the City Council, City staff, and consultant Short Elliott
Hendrickson (SEH). Following the lengthy process of seeking input, the City Council selected
and approved: Where Pride and Prosperity Meet.
In addition to the motto, the City Council approved the font type and motto treatment to
complement the existing logo, as shown below:
mo
Cottage
Grove
her Pride and Prosperity Meet
To more visually define the motto and characteristics of the City, City staff worked with SEH to
develop the imagery. We have proceeded through several iterations of the imagery starting with
rough sketches, to preliminary designs to narrowing the selection to two potential options shown
below.
At the April 2, 2012 City Council Meeting, the Council reviewed and discussed the imagery and
requested the consideration of additional modifications.
Option 1:
The image was altered to reflect a variety of modifications mentioned by the Council, some of
which included the following:
• Reversing the colors on the swishes (to avoid the appearance of a biker or walker being
on water)
Honorable Mayor, City Council, and Ryan Schroeder
City Logo Enhancement
April 18, 2012
Page 2 of 4
• Adding walkers (one or two)
• Adding windows to the building
• Adjusting roof lines
• Adding a flag to one of the buildings
• Removing the bicyclist
An example of the altered imagery is shown below:
SEH does not recommend this option for the following reasons.
• With the combination of the logo, motto and imagery, the emphasis and focus should
remain on the logo and motto. The imagery is to visually support the logo and tagline
and not to detract. Adding the additional elements takes the emphasis away from the
logo and tagline, which is the antithesis of furthering your brand.
• In addition to taking away the emphasis from the logo and motto, the many elements
confuses the eye as there is no main focal point
• A strong simple design has more impact on the eye than a busy design, as there is less
information and concepts to digest.
• The more aspects introduced as a part of the image will make it less likely that people will
remember it and be able to recall it, which is one of the main goals of this effort.
Honorable Mayor, City Council, and Ryan Schroeder
City Logo Enhancement
April 18, 2012
Page 3 of 4
Option 2
SEH has recommended the City proceed with less complex imagery to support and complement
the existing logo and new motto. The imagery below conveys he important balance of
residents, businesses, parks, trails and water. SEH has indicated that with this approach, the
eye has less to process and is more able to absorb the overall message of pride and prosperity
supported by key elements that make up the City.
Shown below is the recommended imagery:
Cottage
Grove
Aphere Pride ana P . O SPerity Meet tolp
The City has many opportunities to use the logo, motto, imagery separately or together. The
elements are able to stand on their own as well as complement each other. Using the logo.,
motto, and imagery in a consistent and standard manner on City materials and signage provides
the City with an opportunity to continually reinforce the brand.
Trademark Consideration
Trademarking our motto helps to send the message of the City's commitment to continuing to
pursue its goals of fostering pride and prosperity. We would also be limiting the ability of other
cities in the region /State from using these words in a phrase.
The process to trademark takes approximately nine months to one year, due to the required
waiting periods. Below is an overview of the general process.
The first step in the process involves searching for conflicting registered trademarks and
unregistered uses. There are two levels of searches:
1) A preliminary "knock -out' search that looks for obvious conflicts. Total fees and costs for
this search is $400.
2) A comprehensive clearance search which is quite broad and searches several
databases, such as product, manufacturing, business directories, etc. Total fees and
costs for this search is $1,400. This search is critical due to its extensive searches for
variations of a trademark and for unregistered uses.
Honorable Mayor, City Council, and Ryan Schroeder
City Logo Enhancement
April 18, 2012
Page 4 of 4
Once a trademark has cleared the searching phase, the next step is to file the trademark
application with the United State Patent and Trademark Office. The fees and costs to file an
application in one category of goods or services is $900. If more than one category of goods or
services is involved, the price increases by $500 for each additional class.
After the application is filed, any fees and costs depend upon the nature of any issues raised by
the Trademark Office and are most likely billed hourly If an "intent to use" application is filed
(meaning, you have not yet begun using the trademark, but intend to) periodic filings must be
made to preserve a trademark application. If the Council would like to proceed with the
trademarking, staff will work with our City Attorney to determine the most appropriate way to
proceed.
Recommendation / Action Requested
City staff requests that the Council approve Option 2 and have City staff proceed with
trademarking the new City motto.