Austin's first-ever logo was unveiled Sept. 4 as part of a city initiative to roll out a new, unified brand.
“We want our community members to be able to identify members of our team as city of Austin employees and trust the services we provide,” City Manager T.C. Broadnax said. “Whether they see the brand on a website, a utility bill, a street sign or the side of a vehicle, they’ll know exactly who it’s from and what it stands for.”
The big picture
While its official seal has been in place for more than a century, Austin's never had a dedicated branding scheme. Today, more than 300 different logos being used by various departments and programs have created a "fragmented" identity, according to the city.
“For the first time in Austin’s history, we will have a logo represent city services and unify us as one organization, one Austin," Broadnax said.
The rebranding project has cost an estimated $1.12 million in total so far, according to the city. That includes the original $564,000 consultant contract, a $76,000 increase for an awareness campaign and other costs:
- $186,976 for a temporary Brand Project Manager position and legal support
- $115,000 for a public awareness campaign
- $100,00 for initial branded materials like banners, flags, posters and employee clothing, business cards and badge holders
- $75,582 for “consolidated city-wide design software”
The new logo is centered around the Austin "A" with a design inspired by the area's rivers, hills and "dynamic energy" of residents, according to the city.
The coloring is also based on natural features. The brand's "Violet Crown blue" reflects waterways, Texas bluebonnets and sunsets, along with green representing Austin's reputation as an urban park, Chief Communications Director Jessica King said.
Pentagram and TKO developed the branding based on public surveys and resident focus groups, according to the city. Officials billed the change as one that's needed to improve consistency and public identification.
“A unified brand makes city services easier to recognize, navigate and trust," King said.
The rebrand officially begins Oct. 1, when Austin's websites, social media pages and newsletters will transition to using the new logo. It'll also be featured on new city materials being produced as of the fall.
Going forward, city departments will gradually phase in the branding as uniforms, vehicles, signage and other materials are purchased through the regular course of business or as older assets are replaced.
