Presenter
Presenter
Christopher J. Looney, Planning and Community Development Director
Contact Info
clooney@nbtexas.org
Subject Header
SUBJECT:
Title
Discuss and consider possible action regarding a proposed new Downtown logo and tagline as recommended by the New Braunfels Downtown Board.
Body
BACKGROUND / RATIONALE:
Case No.: N/A
Council District: 1, 5, & 6
Staff Contact: Amy McWhorter, Historic Preservation Officer
(830) 221-4057
amcwhorter@nbtexas.org
The adopted 2010 Downtown Implementation Plan recommended that a brand and marketing plan be developed for Downtown New Braunfels. In 2011, City Council approved a logo for Downtown New Braunfels. In 2013, City Council adopted the tagline “Explore and Indulge” to accompany the approved logo (see attachments).
In 2017, the New Braunfels Downtown Association (DTA) approached the City regarding partnering on a unified branding effort for Downtown New Braunfels. The intent of the joint branding effort was to create a unified logo, tagline, and brand standards (print and online) to be used in both the City and the DTA’s efforts in revitalizing Downtown. The Downtown Board and DTA have worked cooperatively over the past few months to create the proposed new Downtown logo and tagline to be used in lieu of the two individual logos and taglines currently used by each entity.
The new logo and tagline with associated standards, will be used across all platforms to identify and promote Downtown in a cohesive and uniform manner. Logos and taglines are commonly used in wayfinding, light pole banners, custom street signs, printed materials, social media and other items and can be produced jointly or independently by the City or the Association. The goal of presenting a unified theme for Downtown branding is to increase public recognition of Downtown New Braunfels with the expanded use of a common logo and tagline through each entity’s marketing efforts.
Associated with the colorful new logo is the new tagline “Discover the Wunder” proposed as the main tagline that could be adapted for specific promotions. For example, in targeted marketing about special events, this tagline could be adapted to read “Discover the Fun”.
ADDRESSES A NEED/ISSUE IN A CITY PLAN OR COUNCIL PRIORITY:
|
|
Yes |
City Plan/Council Priority: 2010 Downtown Implementation Plan Pros and Cons Based on Policies Plan |
Pros: Develop a brand and marketing plan for Downtown. Cons: None |
FISCAL IMPACT:
N/A
Recommendation
DOWNTOWN BOARD RECOMMENDATION:
The Downtown Board held a special meeting on June 26, 2017 and voted unanimously to approve the proposed logo and tagline (6-0-0, Board members Perez, Talcott, Miller, and Johnson absent).
STAFF RECOMMENDATION:
Staff recommends approval. The consolidation of efforts into a unified logo, strategy, and tagline will produce higher visibility and cohesion in the marketing and placemaking efforts Downtown.
Attachments:
1. Current City Downtown Logo and Tagline
2. Current Downtown Association Logo
3. Proposed consolidated Downtown logo and tagline
4. Excerpt from the June 26, 2017 Historic Landmark Commission minutes