HomeMy WebLinkAboutCDN 2019-07-23 Item 2B - Discussion - Use of Tukwila's Marks and LogosCity of Tukwila
Allan Ekberg, Mayor
I FO ATIO AL E ORA DU
TO: Community Development and Neighborhoods
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: July 15, 2019
SUBJECT: Use of Tukwila's Marks, Logos and City Seal
ISSUE
Staff would like Council input on the use of certain marks, logos and the City seal related to City
business.
BACKGROUND
In December of 2017, the City Council adopted a motion endorsing the Tukwila Brand Blueprint,
Brand Checklist, and Brand Style Guide, prepared by Total Destination Marketing', for usage in
the City efforts to promote the City to both day and night tourists. This concluded the City's
extensive brand development efforts focused on tourists. This brand development effort was
not a citywide branding effort or intended to be used for general purpose City governmental
operations.
Tukwila Tourism Wordmark (the "Wordmark")2
1112111h
The Tukwila wordmark does not replace the City seal, which is used for general city business.
Copies of all three documents can be found in the online records center. Staff can also provide hard copies if
needed.
2 The City also partners with the Cities of Des Moines and SeaTac under the "Seattle Southside" brand. The Tukwila
mark is not intended to replace the Seattle Southside brand.
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INFORMATIONAL MEMO
Page 2
16
Tukwila City Seal (the "Sea|")
Since adoption in2D17.the City has used the Tukwila vvordDlarkmopart ofcampaigns to
promote the City to tourists, with our tourist partners, and for lodging tax business. Staff has
identified some additional possible uses Ofthe Tukwila wOFd0@[kwhere staff would like input
from the City Council. For 8X80p|e, one of the recommendations in the adopted "Tukwila Brand
Checklist" was to install new gateway and wayfinding signage in tourist areas (Southcenter
District, near StaifiF8Sports, and near the Museum ofFlight) 0fthe City. Additionally, Economic
Development would like to use the VVoPd0@[k in its activities to promote the City to prospective
businesses and for Economic Development's daily operations.
DISCUSSION
K8@Dy businesses and 8DbUea use more than one mark orlogo ho promote themselves. Having
multiple marks o[logos can be beneficial when communicating todifferent audiences. The
table below briefly outlines how staff is proposing that the Tukwila wordmark be used versus the
City @9a1. Additionally, staff iS also ghOVViOg hVVV individual department marks would be used.
Using the Tukwila wordmark over the City seal in limited circumstances provides the following
1. Readability For digital and printads, the vvordOnerhineasier boread from adistance.
The word "TUhVV|a"can easily be seen. |fall someone saw igthe VVOFdDl8d<.they know
immediately that itiSreferencing "l-UkVVi|a."However, if someone just sees the seal, they
would have tOlook closer b]see the word "TukWi|a."
2. Usability. The wordmark is easier to use, especially in a digital format. In fact, it was
designed specifically for digital uses. The VVoRd0arkcan bemanipulated t0different
sizes without losing readability. Once the City seal iareduced insize the readability can
be lost.
3. Voices. The vvordrn8[kand City seal can each have adistinct ''voice.^ This ieamajor
advantage of using multiple seals O[marks. The vvOrdD1@[kcan be used for advertising,
while the seal iereserved for general governmental business.
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INFORMATIONAL MEMO
Page 3
Design. The vvondn1orkkadesigned tobeinoorporatedintothad i nofonadorprnnooUonand
it works well when used in this manner.
Possible Usages ofthe City Seal and Tukwila UVondnmark
Usage
City Seal
Department
Marks (Fire,
pD,and
Parks)
TukvvUaWondnnark
General City Business(government busi
utility bills, etci
Tukwi|awa.gov.
Future Business Pmmotionwebsite
�
Visitor and Things ToDmVVgbsite(not yet
developed).
Social media, operated bvCommunications,
' Police, and Fire.
`/
~/
Social media, operated byEconomic
Development promoting the City tntourists
and business investment and recruitment.
.
V
Vehicles
E'SiQnaturesonernai|s
Events and activities using lodging tax funds.
Business Recruitment and Promoting City to
and for Businesses
Economic Development Operations
Business Cards, Envelopes, and Stationary
Economic Development Partnerships
(Soundside and Seatt|eSouthside Chamber).
Would include presentations made at these
organizations, promotional materials, etc.
*^
Partnerships related totourism (Seattle
Southside Regional Tourism Authority, Visit
Seattle, Seattle Sports Commission, etc.)
�
City Seal
Department Marks
(Fire, PD, and Parks)
City Wordmark
'Using|odungtaxfunds,nneexisbngvehkclemaybevvrappedasadvertisement.Thisvehidecnu|dbe
used for tourism related activities and events sponsored bvlodging
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17
INFORMATIONAL MEMO
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SignageotCity facilities
(City Hall, Fire Stations,
T[C,etc.)
`/
/
Gateway SignageInto the
City
Will beexamined aspart oftourist signageprogram.
Directional 3ignagein
3nuthcenterDistrict,
around 5tarfi[e6ports,
Museum ofFlight, and
Tukwila South.
Will beexamined aspart oftourist signaguprogram.
Street Pole Banners in
SoutbcenterDistdct,
along East Marginal Way
(near Museum ofFlight)
and around Starfire
Sports.
Will beexamined aspart oftourist signaBeprogram.
Over roadway banners in
5nuthcenterDistrict,
near Museum ofFlight,
and StarfireSports.
Will beexamined aspart nftourist signageprogram.
Regu|atorySignage
(subject toother
limitations, such as
Manual for Uniform
Traffic Control, etc,)
~/
Interpretative 5ignagein
5puthcenterDistMct
r/
°'
SignaQeonpodium for
News Conferences
(would depend mnthe
City speakers and issue)
v~
,'
,/
Economic Development Usaqe
For the reasons outlined above, staff is proposingthat the wmrdmarkLeused for most economic
development functions. Economic Development does oconsiderable amount of outreach and
promotion of the City to current and possible future businesses.
RECOMMENDATION
Staff is seeking Committee discussion and input, and will present this information tothe full
Council ifrequested.
ATTACHMENTS
None.
18 CoZNNO�vordmomand Seal Memu(0V2).docx