History & Council Reconsideration

Funds added to 2015/16 Budget

During the 2015/16 budget cycle which took
place in 2014, the Council by consensus
asked for funds to rebrand the City.
$25,000 was proposed and then increased to
$100,000 on Council direction.
The original allocation for rebranding was
passed in late 2014 as part of the 2015/16
biannual budget.
Process halted for the first time
On 8/31/2015 Mayor Jim Ferrell recommended a
halt to the rebranding initiative, citing more
important priorities such as:
o Town Square Park design and construction;
o The RFP on the TC III property;
o The Performing Arts & Event Center; and
o The sale of the former Weyerhaeuser
property.
2016 initiative resumed
The rebranding initiative was picked back up in
2016 and after a search process, Rusty George
Creative was selected.
RGC had experience with municipal rebrands and
came highly recommended.
A public process was started which included
direction from an ad hoc committee formed by the
City Council.
Cont
RGC was introduced in the Spring of 2016 and
began taking surveys of the community, as well as
conducting interviews with the City Council and
community members.
Upon the completion of the surveys, totaling more
than 650 respondents, RGC submitted the first set
of logos for consideration.
Those logos were overwhelmingly rejected by the
city.
First three logos
Second halting of initiative
After tragedy struck our community in the first
quarter of 2016, Mayor Ferrell halted the
rebranding initiative citing the insensitivity of the
campaign during a time of mourning and crisis for
our community.
RGC was notified and the initiative was put on
hold until Fall 2016.
By May 16, 2016 when the initiative was paused
$41,000 had been spent on brand development.
Sketches and logo development
Second set of logos
Council direction
Following the second set of logos presented to the
City Council at both the retreat and the February
7, 2017 City Council meeting, Council directed
RGC to clean up the logos and add Mt. Rainier, as
well as work with the colors of the more modern
second option.
Staff was also directed to modify the existing city
logo and adopt the slogan Centered on
Opportunity.
Final three
Its a popular volcano
Options considered and discussion
Option 1: Amend the previously adopted action taken
on March 7, 2017 to replace the city logo and keep the
current city logo with the slogan Centered on
Opportunity.