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HomeMy WebLinkAboutIR 8261 INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 8261 TE To the Mayor and Members of the City Council July 11, 2000 Subject: Adoption of City of Fort Worth Logo During discussions regarding a possible new logo for the city, the City Council requested an analysis of the cost and the time of implementing the use of a new City logo to replace the current logo. BACKGROUND The City's current "Star" logo, adopted in 1996, is the primary logo on all City materials, vehicles, buildings and other items. All other city or department logos are used in a secondary position to the city logo. The current logo was phased into use as old logo stock was consumed. Information on cost of implementing the use of a new logo was developed by the Purchasing Division, the Reprographics Division, the Water Department, the Library, City Services Department and the City Manager's Office. Because of the graphic artwork needed to produce logo separations and incorporate the new symbol into master artwork, it will take about six weeks for a new logo to go into general use. PHASE-IN OF NEW LOGO r Phasing in the use of a new City logo would cost an estimated $90,000. Phasing in the new logo would take place over an 18- to 24-month period as material with the current logo was used. Phasing in the new logo onto vehicles, off-road equipment, fire trucks, water tanks and other locations will take from five to eight years. The phase-in approach was used when implementing the new logo in 1996. Within 12 months, most of the paper products such as letterhead, envelopes and business cards had been replaced. While a majority of the city's vehicles and facilities now display the new logo, four years later a number with old logos are still in use. Major logo phase-in costs are: Printed Material and Identification Cards $72,000 Uniforms Logo Set up Charges 5,000 New Vehicle Decals 11,000 Miscellaneous 2,000 Total $88,000 ONETIME CITYWIDE USE OF NEW LOGO Changing over to a new logo citywide at one time would cost an estimated $562,000. Preparation for a changeover to use the new logo citywide at one time would require an estimated six months. ISSUED BY THE CITY MANAGER FORT WORTH,TEXAS INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 8261 ,,1AW,rE2,., July 11, 2000 To the Mayor and Members of the City Council Page 2 of 3 Subject: Adoption of City of Fort Worth Logo This amount of time would be needed to create the necessary artwork, to bid new supplies, to affix a new logo to vehicles and buildings and to complete other necessary items. Because the city has 3,000 vehicles, new logos would be affixed for several months after the implementation date. All current supplies of logo decals, logo printed materials and other logo items would be discarded. Major onetime citywide logo implementation costs are: Printed Materials and Identification Cards $109,600 New Uniforms with New Logo (17,760 Shirts And related uniforms items) 101,550 New Vehicle Decals 11,000 Labor to Affix New Decals 166,570 New Library Cards 66,000 New Water Bills, Envelopes 97,650 New Water Tank Logo 10,000 Total $562,370 To enable the City to exercise control over the use of the logo, Council would be required to approve the new logo and designate the logo as the exclusive property of the city. To implement the use of a new logo, the City Manager must issue a revised administrative regulation that establishes the policy and practices for use of the City of Fort Worth logo. To prevent unauthorized use of a new logo, the City would apply to the U.S. Patent and Trademark Office to have the logo registered as the City's official logo. Registering a logo with a longhorn may be difficult because it is used by so many companies, non-profit organizations and others. Because the current City logo resembles the logos of the Fort Worth Chamber of Commerce and the Fort Worth Convention Visitors Bureau, the city was required to obtain written comments that the chamber and CVB did not object to the city's logo. The process was protracted and therefore the registration approval took until April 2000 to accomplish. Because the current logo registration is effective through April 4, 2010, the City would retain the rights to the logo so commercial use of the symbol does not occur. The chair of the Council Logo Committee and City staff recommend that a new logo be phased into use as current supplies of logo stock are used. ISSUED BY THE CITY MANAGER FORT WORTH,TEXAS INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 8261 ��,aregFO July 11, 2004 > To the Mayor and Members of the City Council Page 3 of 3 i 'rx Subject: ,B7 Adoption of City of Fort Worth Logo If Council members desire additional information or have questions, please contact Assistant to the City Manager Pat Svacina at 871-6415. Bob Terrell City Manager u ISSUED BY THE CITY MANAGER FORT WORTH,TEXAS 41�pCity of Fort Worth, Texas 4vagor and council communicat o P DATE 0 REFERENCE NUMBER LOG NAME 7 AGE 7/5/0 02LOGO 1 of 1 SUBJECT ADOPTION OF CITY OF FORT WORTH LOGO RECOMMENDATION: It is recommended that the City Council adopt the attached as the official logo of the City of Fort Worth and the logo remain the property of the City of Fort Worth for its exclusive use. DISCUSSION: The City and its departments utilize a single logo to identify City services, equipment and personnel. The use of a single logo makes it possible for citizens and visitors to instantly know that they are dealing with the City. The City Council has reviewed the City's current logo and has concluded that a new logo which incorporates the words "Fort Worth" and a longhorn should be adopted as the City's official logo to replace the current logo and should be used citywide in accordance with current administrative regulations. 0,�Use of the new logo will occur over the next 18 to 24-months, as current supplies of materials are replenished. In the case of vehicles and off-road equipment, the new logo will be incorporated as Ireplacement vehicles are purchased. The City will retain exclusive right to the logo and the City Attorney's Office will file necessary documents to register the symbol. The City will retain the rights to the current logo. FISCAL INFORMATION/CERTIFICATION: The Finance Director certifies that this action .If nd material effect on City funds. RG:k Submitted for City Manager's FUND ACCOUNT CENTER AMOUNT CITY SECRETARY Office by: (to) Ramon Guajardo 6191 Originating Department Head: Pat Svacina 6415 (from) 0,11117%dditional Information Contact Pat Svacina 6415 i „ Eppel, IN mm