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BACKGROUND:
CITY OF SOUTH MIAMI
OFFICE OF THE CITY MANAGER
INTER-OFFICE MEMORANDUM
The Honorable Mayor & Members of the City Commission
Steven J. Alexander, City Manager
February 18, 20 14
2001
A Resolution instructing the City Manager to select a logo for the City Branding
project created by the City's branding contractor, Wilesmith Advertising/Design.
The City requested interested parties through RFQ #PW-20 13-0 I to submit qualifications
for the development of new municipal branding standards and guidelines. The goal of the
project was to enable the City to work towards brand standardization and integration
across a variety of mediums. The primary focus of the project is the development of a
Branding Strategy for the City. The Branding Strategy includes, but is not limited to, the
development of a logo for the City.
Upon approval of the new logo, Wilesmith will deliver a "Brand Identity Manual" that will
ensure the City incorporates the logo, fonts and colors consistently into every aspect of
City operations, for example; vehicle decals, letterhead, business cards, directional signage,
apparel, market programs, etc.
It must be noted, neither the City Seal nor its use will be affected or changed by the
Branding Strategy.
Wilesmith Advertising/Design was selected as the City's branding contractor through
Resolution # 159 13 13977. Wilesmith created a number of logos for consideration after
interviews with staff and phone interviews with commissioners and stakeholders that
complimented their market research on the City of South Miami as they developed a brand
identity. Included with this package is a "Brand Identity Exploration and Discovery Report"
that describes the approach by Wilesmith as they familiarized themselves with the City's
history, attributes, and character.
The next step involved Wilesmith's staff sketching and compiling a number of logos that
were shortlisted to fifteen. The fifteen were presented for feedback that led to color and
font adjustments and finally, five logos emerged as the finalists. The five logos will be
provided and presented for consideration when the item is heard during the Commission
meeting. Two of the five logos are presented in the same design but with color options.
Two other projects will be directly affected by the Branding Strategy; "City Website Re-
design" and "New Directional Street Signs and Poles." The new website has been
completed however, new logo and color schemes will be incorporated into the overall
design. New Directional Street Signs and Poles has been on hold in order to take
advantage and maximize the results of the Branding Strategy, but will be able to move
forward with the logo selection.
EXPENSE N/A
ATTACHMENTS: Resolution # 159 13 13977
Wilesmith Advertising/Design Brand Identity Exploration and Discovery Report
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RESOLUTION NO.: _________ _
A Resolution instructing the City Manager to select a logo for the City Branding
project created by the City's branding contractor, Wilesmith Advertising/Design.
6 WHEREAS, the City wishes to develop new municipal branding standards and guidelines;
7 and
8 WHEREAS, the City solicited qualifications from interested firms who provided their
9 credentials and previous experience with the development of similar Branding Design and
10 Services for other municipalities; and
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12 WHEREAS, the City's selection committee recommended Wilesmith Advertising/Design
13 for the award and the City entered into a contract under the authority of Resolution #159 13
14 13977; and
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16 WHEREAS, Wilesmith Advertising/Design created five logos for the City's review and
17 selection of a primary logo for the City.
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19 NOW, THEREFORE, BE IT RESOLVED THE MAYOR AND CITY COMMISSION OF THE CITY
20 OF SOUTH MIAMI, flORIDA:
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22 Section 1. The City Manager is instructed to select logo number which is
23 one of the five logos that were created by the City's branding contractor, Wilesmith
24 Advertising/Design for the City Branding project and which will be attached to this
25 resolution upon approval.
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27 Section 2. Severability. If any section, clause, sentence, or phrase of this resolution is
28 for any reason held invalid or unconstitutional by a court of competent jurisdiction, this holding
29 shall not affect the validity of the remaining portions of this resolution.
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31 Section 3. Effective Date: This resolution shall take effect immediately upon
32 enactment.
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PASSED AND ADOPETED this __ day of _____ , 2014.
ATIEST:
CITY CLERK
READ AND APPROVED AS TO FORM,
LANGUAGE, LEGALITY AND
EXECUTION THEREOF
CITY ATIORNEY
APPROVED:
MAYOR
COMMISSION VOTE:
Mayor Stoddard:
Vice Mayor Harris:
Commissioner Welsh:
Commissioner Liebman:
Commissioner Edmond:
and
RESOLUTION NO.: 159-13-13977
A Resolution authorizing the City Manager to enter into a contract with Wilesmith
Advertising/Design for an amount not to exceed $20,000 for Branding Design and
Services for the City.
WHEREAS, the City wishes to develop new municipal branding standards and guidelines;
WHEREAS, the City solicited qualifications from interested firms who provided their
credentials and previous experience with the development of similar Branding Design and
Services for other municipalities; and
WHEREAS, the City's review committee examined the seven proposals received,
interviewed a short list of proposers and scored and ranked those short list proposers
recommending Wilesmith Advertising/Design.
NOW, THEREFORE, BE IT RESOLVED THE MAYOR AND CITY COMMISSION OF THE CITY
OF SOUTH MIAMI, FLORIDA:
Section 1. The City Manager is authorized to enter into a contract with Wilesmith
Advertising/Design for an amount not to exceed $20,000 for Branding Design and Services
for the City paid from Account No 001-1310-513-3450 with a current balance of $43,436. A
copy of the proposed contract is attached.
Section 2. Severability. If any section, clause, sentence, or phrase of this resolution is
for any reason held invalid or unconstitutional by a court of competent jurisdiction, this holding
shall not affect the validity of the remaining portions of this resolution.
Section 3. Effective Date: This resolution shall take effect immediately upon
enactment.
PASSED AND ADOPETED this6th day of August 12013.
~~
CITYCLERK ~/
APPROVED:
f02r1UduJ
MAYOR
COMMISSION VOTE: 4-1
Mayor Stoddard: Yea
Vice Mayor Liebman: Yea
Commissioner Harris: Yea
Commissioner Newman: Yea
Commissioner Welsh: Nay
1,13ackgmund
Wilesmith Advertising/Design met with the Steven Alexander, City Manager; Steven Kulick
Purchasing Manager, and Alfredo Riveml, CFO for an in-depth review of the project, context,
objectives, and desired outcomes.
The agency also conducted depth interviews with Mayor Stoddard,Vice-Mayor Liebman and
City Commissioners Welch and Harris, John Edward Smith, Publisher of SoMi, and Mary Scott
Russell, of the Chamber of Commerce.
For the specific purpose of this logo project, three key themes emerged and were woven
throughout all conversations trees, neighborliness, and the natural environment (specifically the
City as bird sanctuary.) Sub-themes include central location and downtown. All conversations
and meetings yielded consistent findings.
The following report distills the results of those meetings and conversations. The agency also
familiarized itself with the City through site visits, and desk research.
2. Overview/History
Established 1926, South Miami was described as "a smaller landlocked footprint of city of
Miami." The population is composed of older members of the community who have lived
there their entire lives with conservative/traditional values. It is also an affordable option
for young families. Most residents are house and community proud. There is a perspective
that the City, though affluent in pockets, is an accessibly priced Coral Gables. "Affordable
neighborhoods AND exclusive neighborhood." A number of interview participants had lived
in the City for many years and felt a great affinity for it. It was also characterized as." "A sleepy,
residential city in center of Miami Dade County."
3. Character
The small town feel was emphasized However, there was universal agreement on South
Miami's small town feel; its neighborly quality. "The police know residents, lawn chairs, hanging
out in same yard." "Kids play in street together, neighbors hang out together." The City has
numemus additional attractive assets including "good schools, good police force, smaller lots,
value." "A great place to eat work play to raise family." Its central location makes it an especially
attractive residential community, "walk to work." Location and accessibility of the metm trail
station make it a desirable bedroom community.
4. Special Assets/Icons
The City's beautiful oak trees are a point of pride and a distinguishing feature, although there
was not 100% agreement that the community is as aware of their value as commissioners.
At one point, the City's architectural firm explored the oak tree theme. Overall, most identified
the oak tree as the City's most iconic image and almost all mentioned the tree canopies and
green quality of the City. There was some discussion surrounding the City's many parks. On
the negative side, there was commentary suggesting that the parks are not welcoming or well
tended. Almost all participants also emphasized the City's reputation as a bird sanctuary.
Downtown is a major area of interest. "Would love to differentiate town center/business
district as different from "city, residential, etc." The Clock Tower as an icon was mentioned
but it was generally acknowledged that it is not particularly meaningful in the City's history,
heritage or future. Almost all agree that there is no outstanding structural icon that is strongly
identified with the City.
5. Downtown
Downtown is seen as an alternative to the mall, the Grove, etc. and seems more identified as
a leisure destination than business district. It was noted that parking is an issue: "it's a hassle
to get to area, garages. People don't know they [parking garages] exist." Diversity in types of
shops/restaurant was mentioned frequently. "The challenge is how to capture travelers and
make the city and downtown a destination." Mary Scott Russell referenced the "global" nature
of the downtown calling it an "International prototype for other cities." She remarked on its
growing but unique business at a standard that can compete with major metros. "More choices
than Coconut Grove." The agency was careful to clarify that the logo design project was not
specific to downtown but a citywide initiative primarily for the purposes of location-based
identity, i.e. street and gateway signage applications.
6Vision
South Miami: a walkable city with greenways and a network of safe and comfortable streets to
encourage walking/biking/dog-walking and increased community interaction. However, there
was acknowledgement that there are obstacles. Ideally, though, the South Miami brand is a
promise of neighborliness, and safety -clean, green, and pleasant.
7. CUITent Brand Identity
• City has no identity
• City seal has no continuity across applications
• Seagull logo is dated
• Signage makes no distinction from surrounding cities
• Lacking iconic image
• Fragmented boundaries are not unified by a visual branded identity
• Seagull inappropriate
8. Logo Redesign Objective (What are we trying to achieve?)
• Logo that is reflective of city
• Brand consistency, unique identity
• Consistent look to city sign age/kiosks/website
• Unified image/imagery for city ("current situation is accidental")
• Gateway signage, sense of arrival/place -"target those coming into city."
• Create pride to move towards annexation
• Speak to residents and those passing through
9. Desired approach
• Modernized
• Simple, clean, crisp, easily duplicated, unique to South Miami
• iconic, stylized icons, e.g., clock tower ("not really representative of city, but is recent")
• Open to exploring a wordmark approach Oust text)
• Stay away from "hometown"
10. Obstacles
• Clarification needed as where seal will be used vs. the logo
• Lack of understanding between seal and logo
• Adherence to a brand standards manual
• Possible expectation of I 00% buy-in