Bellingham Mayor Mark Asmundson’s choice of a new city logo has sparked a great deal of community discussion! “It is an interesting commentary on how great life is in Bellingham, when the city’s letterhead is the subject of extensive discussion,” he said.
Asmundson said his goals for designing a new logo included choosing an image that is up-to-date, communicates a professional image, and reflects community interests and values. He hosted a process that included employees and members of the public. Literally hundreds of people participated by attending brainstorming sessions, reviewing initial ideas during Gallery Walk, and helping fine-tune draft designs.
These decisions can be tricky, because we all have different preferences and aesthetic tastes, Asmundson said. We relied on the expertise of our graphic designers, who coached us on the elements of an effective logo. We also listened carefully to members of our community, who said they wanted a bold image that reflects a sense of "community" and features key Bellingham icons: mountains and water.
“Ultimately, however, after all the brainstorming, discussion of shapes, colors and typefaces, and viewing various concepts, I had to make a final decision. And so I have,” he said. “Quite honestly, many of the drafts I reviewed met my personal interests and tastes. But I chose a logo that I thought best reflected what we heard from citizens, including many of you, and one that reflects the spirit and pride of the City of Bellingham. “
Frequently Asked Questions
Dear Fellow Employees:
While this announcement isn't quite so dramatic as my email to all employees announcing my departure, it is another signal of a new era for Bellingham city government. I am pleased to announce that following a design process that included hundreds of people, I have selected, among several options, a new logo for the City of Bellingham. I expect us to begin using the new logo immediately on all city business communications.
Earlier this year we initiated a process for designing a new city logo, with the goal of choosing a logo that is up-to-date, communicates a professional image, and reflects community interests and values. At that time, I described my plans to host a process that included employees and members of the public. Those processes have been underway, and literally hundreds of people participated by attending brainstorming sessions, reviewing initial ideas during Gallery Walk, and helping fine-tune draft designs.
These decisions can be tricky, because we all have different preferences and aesthetic tastes. And a logo isn't simply "art;" it is a symbol of our organization, providing instant identification and forming the basis of our business communications. We relied on the expertise of our graphic designers, who coached us on the elements of an effective logo. We also listened carefully to members of our community, who said they wanted a bold image that reflects a sense of "community" and features key Bellingham icons: mountains and water.
Ultimately, however, after all the brainstorming, discussion of shapes, colors and typefaces, and viewing various concepts, I had to make a final decision. And so I have. Quite honestly, many of the drafts I reviewed met my personal interests and tastes. But I chose a logo that I thought best reflected what we heard from citizens, including many of you, and one that reflects the spirit and pride of the City of Bellingham.
In my years as Mayor, it has been my goal to unite our varied city services under one theme. We are all “the city.” Whether it is displayed on your personal business card, on your city vehicle, in your brochure rack or on your T-shirt, I hope you will use the new city logo with great pride in the essential role you play delivering city services to the citizens of Bellingham.
Again, there are many details to sort out about using the new logo. I am sure many of you will have questions about where to get it and how to use it. That information will be forthcoming. Meanwhile, I am pleased that we engaged so many members of our community in this process. I am delighted with our new logo and hope you are, too. And whether or not the new logo meets your personal tastes, I hope you will join me in celebration of a fresh new era which will include our professional image and communications.
Sincerely,
Mayor Mark
September 8, 2006
"Circles of Government"
| Elements of an effective logo | Existing City Logo | New City Logo |
|---|---|---|
| Bold, memorable, and appropriate | Many similar logos exist with mountains, trees, and water. Graphics lack professional design elements. | Sets itself apart from all other Washington government logos as unique. Incorporates a simplified iconic design that is easily recalled and includes design industry best practices |
| Immediately recognizable | Viewers are forced to spend too much time recognizing the details and text. Inconsistent use detracts from its effectiveness as an identifier. | The unique profile, color scheme, and easy-to-read "Bellingham" label make this logo easily and immediately recognizable. |
| Clear and consistent image | Multiple versions of main logo used inconsistently city wide. Guidelines for users unclear. | Authorized versions of logo will be used city wide, with helpful style guide for users. |
| Has enduring value | Depicts outdated details such as Georgia-Pacific mill site. "City seal" shape is outdated. | Contains no specific details, such as identifiable buildings, allowing for longer design long life-span. |
| Works well across media and scale | Not technically suitable for today’s multimedia needs and loses clarity at smaller sizes | Works well in multimedia applications: print, PowerPoint presentations, website, TV. Remains effective in various sizes. |
| Works both in black and white and color | Relies heavily on color to help identify details and loses effectiveness when reduced to two colors | More color-independent and remains effective in two colors. |
| Communicates essence | Does not communicate community or environment | Includes symbols for mountains, community, water/environment |
State law does not allow City government to select vendors simply because they are local. The City hosted an open, competitive selection process that drew 14 proposals from Washington and Oregon. A panel of City employees reviewed applications, interviewed finalists and provided recommendations to Mayor Mark Asmundson. Mayor Asmundson selected the firm that demonstrated it could best meet the City's needs in a cost-realistic and cost-effective manner.
Here is the selection process in a nutshell:
Fourteen firms responded to the request for proposals; seven of them were from Whatcom County:
Seven responded from outside Whatcom County:
We spent time and money thoroughly researching and vetting ideas with the public, using a process that was commensurate with the priority and impact of the project. Highlights of that process:
Since we have been working on the new logo for much of this year, many departments waited to replace business stationery as they have run low or run out, and will place orders with the new logo right away. Some products must be replaced for other reasons, such as those with Mayor Asmundson’s name on them since he has resigned. Different departments will make different decisions based on their needs. We do not anticipate recycling reams of paper products.
Public safety uniforms have a distinct look and are very personal to the personnel who wear them. There are no plans to change patches, badges or other features of public safety uniforms.
Along with a new design for the main city logo, the administration will adopt policies about using the city logo. At a minimum, the new city logo will eventually replace all the various versions of the main “circle” logo currently in use. Most departments or programs with separate logos will be required to eventually phase in use of the new main city logo or use the new logo alongside existing logos.
We have not made an estimate of the city-wide costs for use of the new logo on everything. While we are beginning to use the new logo, we expect the full transition to take a year or more as we phase it in over time. The Public Works Department obtained estimates of the cost to replace decals on approximately 225 cars and trucks. Each car will cost approx. $116, including tax. Mayor Mark Asmundson has authorized this work to proceed.
Draft concepts from the past are not now on public display. The selection is made and it would be counterproductive to look at things we did not choose.
No City staff or elected official to our knowledge has any personal connection or relationship with YAM Studio, the design firm working on the City logo. Mayor Mark Asmundson, the project decision maker, has no personal connection with YAM Studio. Janice Keller, the project coordinator, has no personal connection with YAM Studio.
We are confident the designs created for the City are original and have no concerns about plagiarism.
Mayor Mark Asmundson is responsible for all City administrative decisions, including this one. He is responsible for all decisions regarding the City logo process, final logo design, and policies and procedures for implementing the logo City wide.
Consistent use of an attractive, professional logo immediately establishes identity and sets the tone for effective communication for any type of organization. Our aging city logo:
Logo contests are used successfully in communities around the country. In many other communities, however, community stakeholders and leaders cannot agree on a final product after a widely-publicized contest has been held. In many of these cases, community leaders abandon the contest and hire a professional to finish the work. Not only can this result in increased costs and time delays, the drama plays out in public and can result in hurt feelings and damaged civic relationships as well.
Updated: Oct 22, 2006
