City Logo & Website Refresh Project 2024/25
Project Updates
We are thrilled to share that the refreshed City of Santa Cruz logo and City seal are now officially in use!
Additionally, we are currently developing a new City website, which will be launched in Summer 2025. This redesign will enhance user experience, making it easier to access information and services. Stay tuned for updates as we move closer to launch!
Review the research report(PDF, 26MB)!
Please provide feedback in the form on this page and sign up for our newsletter for up-to-date information!
Logo Use
Classic Logo
The classic logo will still be in use and will be slowly phased out. As new items with the City logo are used, the refreshed logo will be used.
Refreshed Logo
Starting in December 2024, the refreshed logo will be slowly rolled out. The community may see this appear on social media, flyers, City staff presentations, and the CM Weekly Update. When the refreshed website launches in Summer 2025, this logo and the City seal, will be in use.
City Seal
The City Seal will be used on all official City documents and communications.
What does Rebranding or Refresh mean?
The goal of this project is to take a fresh look at how we are visually representing the City and the City services we provide. We want our City of Santa Cruz logo, visual components, and communications channels to represent the City more effectively and what the City of Santa Cruz is all about. This isn’t about creating a different or new City identity or rebranding the City to be something else. We want to showcase the natural beauty and love for outdoor recreation opportunities and all the things that make Santa Cruz, Santa Cruz! Picture the “Rebrand” as a refresh of our current logo and City materials.
What does the project entail?
The scope of work consists of a comprehensive communications strategy encompassing market research, developing a new brand identity, and a communication plan across traditional and digital channels. The complete project will successfully implement the new brand identity and communication strategy to increase brand awareness and engagement and enhance our organization’s reputation. The deliverables include but are not limited to, research analysis, brand strategy, new or refreshed logo/palette/typography, Citywide brand toolkit, marketing collateral, website refresh, brand messaging, naming and tagline, brand story, and communication plan/work plan.
So, is this a new City Logo?
Yes, that’s one exciting component of this project. In addition to a new logo and website refresh, the project will enhance other visual components such as wayfinding, signs, colors, font, and other visual representations of City services through descriptive icons.
This project will address other visual components that impact the City internally and externally. Some components the public will immediately see like the Logo and visual elements, and others will continue to develop as a result of this project like improving our communication effectiveness through the use of preferred communications channels like email newsletters, social media, and our City website.
How was the contractor for this project selected?
The City issued a Request for Proposals (RFP), and Setsail Marketing Inc. was selected through a competitive bid process. No local firms applied for this project.
You can learn more about working with the City here! Visit our Bidding Information page.
Why is the City doing this project? What are the goals and objectives of the project?
The 5-year Strategic Plan was initiated by Santa Cruz City Council and worked with the community to identify priority areas to empower us to take meaningful steps that enhance the vibrancy of Santa Cruz, promote the well-being of our residents, and ensures our resiliency. This plan is ambitious and is the culmination of extensive collaboration, from City Council, community members, and City Staff.
The primary goal is to refresh the City logo and website. The current logo and website design have been in use for an extended period, and it's time for an update to enhance how we communicate about City services. Our logo and visual components are how the public gets information about City services and learns how to get involved. They are the first thing you see when you are looking up the City website to navigate our City. We want to refresh this look and feel, ultimately making accessing our services easier.
In 2023, the Santa Cruz City Council launched the 5-Year Stategic Plan. This strategic plan establishes priority areas of focus for the City over the next five years, highlights specific strategies that will be executed to achieve desired outcomes, and establishes a framework to keep the public updated on the City's progress. The plan outlines 7 focus areas for our community and this project falls in line with cultivating a thriving organization:
- Fiscal Sustainability and Transparency
- Strong Business Communities and a Vibrant Downtown
- Housing
- Homelessness Response
- Public Safety and Community Well-Being
- Natural and Built Infrastructure
- Thriving Organization
Will there be changes to City services or policies as a result of the project?
No! We will continue to deliver our services but with improved visibility and communications strategies.
What is the project timeline?
The refreshed logo is in use now with the website refresh launching in Summer 2025!
How will the City ensure that the project aligns with the community’s values and aspirations?
While we have the survey data and initial outreach to guide us through the second phase of this project, our project team will continue to engage City Council, City Staff, local business owners, and our community throughout this process to ensure the project aligns with the community’s values and aspirations.
Who participated in the survey?
The survey gathered input from City residents, City staff, and City business owners, including additional phone interviews with local business owners with over 600 responses total. These groups are the ones most likely to interact frequently with City services where the new visual elements will be utilized.
Submit Comments
Click here to view form.