9.1 SR 05-16-2022 - Laserfiche WebLink

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Request for Action To Item Number Mayor and City Council 9.1 Agenda Section Meeting Date Prepared by Worksession May 16, 2022 Tina Allard, City Clerk Item Description Reviewed by Branding Goal Cal Portner, City Administrator Reviewed by Action Requested Provide feedback or direction of Council's intent for the timing and scale of branding work. Background On May 2 Council approved their goals. Under mid-term goals (2027) there is a short or mid-term goal for updating city branding colors more toward red and black to match the Elk River High School colors. Our website is overdue for a redesign. Typically, websites are redesigned every four years and it's part of our current contract. Also, as part of 169 Redefine, the highway has design elements of our current logo that will be implemented into the bridges and railings of the project. ■ Does Council want to wait until 2027 to consider this goal? The website would be due for another redesign at that time. Does Council have concerns with the design elements in the 169 project? Timing is of the essence if changes are to occur so they can be implemented into MnDOT's plans for 2023. If Council wants to move forward this year, what would this project look like in terms of scale? For example, full rebrand, or something smaller, like implementing certain colors into our current palette and using red and black/gray more as an accent. Branding is more than a logo or a tagline. It involves many elements that can factor into the perceptions of people we interact with daily, including resident's, current/future business owners, and visitors. Brand identity is who we are, and brand image is what others think of us. The city has brand strategy plans for the elk and powered by nature brands and has additional brand standards and style guides for the FT Center, Energy City, and the liquor stores. Some items to consider may be the city's identity and reputation versus the school district as these can change, any stakeholder concerns, other high schools in the community. Financial Impact No funds are currently budgeted for branding. Costs vary based on the scale of the project. Initial quotes for full rebranding are about $80,000 to $115,000. This only covers consultant costs and typically the type of work completed is research and analysis, design concepts, logo, fonts, color palette, style guide, branding (tone, look and feel), along with an implementation plan. Implementation costs to change branded materials are separate. The Elk River Vision A welcoming community with revolutionary and spirited resourcefulness, exceptional service, and community engagement that encourages and inspires pi ospei ly. A ARE Updated.• August 2020