HomeMy WebLinkAbout2015 Resolution No. 094•
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RESOLUTION NO . .Ji
SERIES OF 2015
A RESOLUTION OF SUPPORT FOR ADOPTION OF THE CITY OF ENGLEWOOD'S
BRAND PLATFORM.
WHEREAS, over the last several months the City of Englewood has undertaken a branding
project to reflect the City's new Mission Statement: To promote and ensure a high quality of life,
economic vitality, and a uniquely desirable community; and
WHEREAS, the City of Englewood contracted with the communications and marketing firm
Slate Communications for the project; and
WHEREAS, the Slate Communications team conducted in-depth research on Englewood and
sought input and feedback from a broad range of stakeholders to help guide development of the
recommended brand platform, which includes an associated new logo; and
WHEREAS, the City Manager recommends adoption of the recommended brand platform that
defines Englewood's position, personality, promise, value proposition, and bottom line:
Englewood is a lively connected community.
NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
ENGLEWOOD, COLORADO, AS FOLLOWS:
Section 1. The City Council of the City of Englewood, Colorado, hereby supports adopting of
the recommended brand platform, attached hereto.
ADOPTED AND APPROVED this 5lh day of October, 2015.
Cr~~
0 ~dyP.Pem,,Mayor
,..__.,.. _______ ~--~....,__ __ _
I, Loucrishia A. Ellis , City Clerk for 91~ pty of Englewood, Colorado, hereby certify the
above is a true copy of Resolution No.~ Seri ~ ~
Llmcrishia A. Ellis, City t
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CITY OF ENGLEWOOD BRA ND PLATFORM
POSITIO N: How the community is perceived in the context of competitive alternatives
ENG LEWOOD IS ...
• Undiscovered opportunity
• Seamlessly connected to the
Metro Denver area by light rail,
transit, highways and trails
• An affordable option for
Front Range urban living
• A community of accessible
and high -quality parks
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-CITYQlewoo
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: •· ECITYOF lewood
1 ■ • ng PARKS & RECREATION
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COUNCIL COMMUNICATION
Meeting Date: Agenda Item: Subject:
October 5, 2015 11ciii Resolution of support for
adoption of recommended
brand platform
Initiated By: Staff Source:
City Manager's Office Leigh Ann Hoffhines,
Communications Coordinator
PREVIOUS COUNCIL ACTION
February 23, 2015 Study Session: City Council discussed the proposed branding
project.
March 2, 2015 Study Session: City Council reviewed the draft branding project RFP.
May 11, 2015 Study Session: City Council discussed staff's recommendation to award
the branding project contract to Slate Communications.
May 18, 2015 City Council meeting: City Council approved a professional services
agreement with Slate Communications for the branding project.
July 27, 2015 Study Session: Council received an update from Slate Communications
on the stakeholder and community feedback received.
August 3, 2015 Study Session: Slate Communications shared possible logo options for
Council's review before the designs went out to stakeholders for additional input.
September 21, 2015 Study Session: Council discussed the City Manager's
recommendation to adopt the brand platform developed by Slate Communications.
RECOMMENDED ACTION
Staff seeks Council's support for a resolution adopting the recommended brand platform
for the City of Englewood.
BACKGROUND, ANALYSIS, AND ALTERNATIVES IDENTIFIED
Earlier this year, the City of Englewood embarked on a branding project aimed at
developing a brand that reflects the City's new Mission Statement: To promote and
ensure a high quality of life, economic vitality, and a uniquely desirable community.
City Council has placed a strong emphasis on the importance of economic development
in Englewood. A new brand and marketing strategy can play an influential role in
economic development, encouraging further investment in the community by current
and prospective businesses. We also know from the 2014 Englewood Citizen Survey
results and from citizen input received through the Englewood Forward process that
many residents are looking for an updated community identity .
Over the last few months the City's branding firm, Slate Communications, conducted
research and sought input from a broad range of community stakeholders in Englewood
to help guide development of a brand platform. Following Slate's initial
recommendations on a brand platform and logo options, the Slate team sought
additional feedback from those stakeholders and the community at large.
The new logo being recommended as part of the brand platform was picked as the
favorite option by approximately 65% of the stakeholders and community members who
provided feedback.
A long-term plan is being developed to roll the new logo out slowly as equipment and
materials come up for replacement, ensuring that we will be able to budget for the
investment over time.
FINANCIAL IMPACT
Our plan from the beginning has been to budget for the brand implementation over time .
The initial investment (this year and next) will be approximately $9,960, which is
budgeted in the 2015 approved Budget and proposed 2016 Budget.
LIST OF ATTACHMENTS
Proposed Resolution
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