The Problem 

The city’s logo was not only outdated but also inconsistently used. Recognizing the weaknesses of the original design, various departments had resorted to creating their own adaptations. The fire and police departments, for instance, were using modified versions of other graphics as their official logos. While this initiative demonstrated a desire for improvement, it led to a fragmented and inconsistent visual identity for the city. Logos play a critical role in maintaining consistency and aiding recognition. This is crucial for any organization, but even more so for a city or government entity.

A major flaw in the existing logo was its inability to translate effectively into a single color. In monochrome applications, it lost its intended representation of a pier and sail, with some perceiving it as geometric shapes or even a gun.

The City of Redondo Beach needed a logo that was scalable, adaptable, and memorable. They required a visual symbol that could be easily recognized and recalled by residents and visitors alike.

How We Helped

Working with a city presents a unique challenge – your client isn’t just one individual, it’s the entire community. To address this, the city council formed a committee to serve as our primary point of contact. Each council member selected a representative from their district to participate, resulting in a committee of five individuals.Throughout the design process, we actively sought community input through multiple public surveys.

While the project took longer than initially anticipated, the outcome was successful. The committee-driven logo design initially encountered some resistance, leading us to make further refinements to the sail element. The modified version ultimately gained approval from both the city council and the broader community.