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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 ❑ PLANNING ❑ ❑ PUBLIC SAFETY ❑ • PUBLIC WORKS ❑ • PARKS AND RECREATION ❑ • HUMAN SERVICES /RIGHTS ❑ • ECONOMIC DEV. AUTHORITY ❑ ❑ ❑ SUPPORTING DOCUMENTS ® MEMO /LETTER: ❑ RESOLUTION: ❑ ORDINANCE: ❑ ENGINEERING RECOMMENDATION: ❑ LEGAL RECOMMENDATION: ❑ OTHER: ADMINISTRATORS COMMENTS ACTUAL AMOUNT APPROVED DENIED ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ W & Administrator Date 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.