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Here is the executive summary for the agenda item. Click on the link below for the all of the logos.

EXECUTIVE SUMMARY

As part of the Strategic Plan, the City Council requested staff identify the resources and process
needed to facilitate a City rebranding effort. On February 14, 2023, the City Council approved a
contract with Stellen Design, LLC. (Stellen) for logo design services. Over the course of several
months, Stellen met with the City Manager’s Logo Redesign Committee (Committee), comprised of
Redondo Beach residents, and developed a refreshed logo design for the City Council’s
consideration.

The redesigned logo was initially presented to the City Council on October 17, 2023. After a series of
community meetings and continued outreach, the Council discussed the redesigned logo again on
February 13, 2024. Following that discussion, the Council directed staff to launch a logo redesign
competition for a period of six weeks, open to all artists and interested individuals, and to provide the
competition entries to the Council for review no later than April 2024. The Council also decided to
individually select and present their preferred design option as part of a follow up discussion to occur
on May 7, 2024.

Overall, the City received 199 logo redesign submissions. 76 applicants participated in the
competition and several offered more than one design option. The designs were delivered to City
Council as part of a receive and file report on April 16, 2024.
Staff is seeking Council direction on how to move forward with the logo redesign. It is recommended
the City Council either 1) approve a redesigned logo, 2) continue the redesign process and provide
direction on next steps, or 3) terminate the effort and continue to utilize the existing logo and/or City
seal.