TO: Mayor and Members of City Council
THRU: Adam Lindsay, Assistant City Manager
FROM: Jodi Phelps, Corporate Communications Director
DATE: March 18, 2022
RE:
Title
Revisions to City Seal
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
Goal #6: Collaborative Citizen & Business Engagement
Executive Summary:
The primary objective is to update the City Seal providing options for City Council consideration as an extension of the City’s new “Can Do” branding initiative. Design options are reflective of the rebranding research and Council recommendations.
Background:
North Star Place Branding + Marketing worked with the Fayetteville Cumberland Collaborative Branding Committee (FCCBC)* to develop and launch the new regional brand and the rebrand of the City, including the City logos, flag and seal.
The City’s “Can Do” brand, launched in December 2020, was based on extensive market research, which included in-depth interviews and surveys with nearly 4,000 Fayetteville residents, visitors and civic leaders. The research helped define consumer perception, stakeholder vision and Fayetteville’s competitive position as a place to live and work.
North Star’s process involved research, strategy, and creative development phases. To ensure that the diverse perspectives were represented from the start, the FCCBC arranged for North Star to meet with a broad range of interview and focus group participants. They sought input from young leaders, major employers, military families, municipal leaders, and entrepreneurs, as well as representatives from the education, business, arts, and faith communities.
Note*: The Fayetteville Cumberland Collaborative Branding Committee (FCCBC) includes representatives from the City of Fayetteville, Cumberland County, Cumberland County Tourism Development Authority (TDA), Vision 2026, Arts Council of Fayetteville/Cumberland County, Fayetteville Area Convention and Visitors Bureau, Cool Spring Downtown District, Greater Fayetteville Chamber, Crown Complex, Cumberland County Schools, and the Fayetteville Cumberland County Economic Development Corporation.
Issues/Analysis:
None
Budget Impact:
None
Options:
1. Council can select one of the three options (A,B,C) included in this report to adopt as the official City seal.
2. Council can determine which of the three options (A,B,C) in this report is favored and also make a request to staff for additional modifications.
3. Council can determine none of the three options are ideal and request additional versions for consideration.
Recommended Action:
Staff recommends that Council moves to select Option A which would provide for maximum branding impact with high contrast and aesthetic elements in line with the overall City brand and best practices.
Attachments:
Staff recommends that Council moves to select Option A which would provide for maximum branding impact with high contrast and aesthetic elements in line with the overall City brand and best practices.