I like this MUCH better. (maybe add the word "where" before "life")

I think the word WHERE definitely needs to be added - "flow" alone kinda sounds a tad bit toilet-esque (sorry if I offended anyone) - but the overall design is nicer and gets us away from the state of Florida branding reference of "it starts in parks" which is what the Honeymoon Island reference brought to mind.
The concept of being able to color coordinate it with different events gives the City some options for keeping it fresh is nicer.

I agree with both Cecilia and Dan "Where" definitely needs to be added - I think Cecilia said it best - with out the word Where is does sound toilet-esque (I like how she invented that word). I hope the committee will take the recommendation into consideration.

I personally don't like either "brand" and I don't see why Dunedin has to be "branded" in the first place! It is a delightfully, different place to live and I enjoy the uniqueness of Dunedin and all it has to offer to both its residents and visitors. Once you've been "branded" it's hard to break away from one image..... How about a little more choice - only two designs and neither signifies what Dunedin means to me. Just my two cents......

I agree with Arlene. More choices. With all of the talented artists in Dunedin I'll bet they'll do as well or better than professionals. Needs to be simple, clear, and unique as well.

Why don't we use the organge designs that are used around town to note Dunedin-owned businesses? That seems to be a fairly simple design that is already throughout the city and was created by a local artist, if I am not mistaken.

I disagree with the need to add the word "where", it would venture too much into cliche. "Life flows your way" feels like almost like lyrics. Actually, I could pick apart a few other things about the new brand but it is 1000 times better than the previous offering.

This is better but still off point. I do like Jillian's Orange idea. What if they made the tag line something like "World Class Beaches, Hometown Feel"...

Bland, bland, bland! Please reconsider this company altogether. I sincerely wish local artists would be tapped for this. We have SO much talent right here it would be a real shame to use either if those logos. Very sad.

I agree with Arlene. If you feel Dunedin NEEDS to be branded, then hold a contest for all Dunedin Residents. Do you know how many amazingly talented people live here? That would be a great way for a local to win and the community to vote on. We do everything else as a tight knit community, why not this? It's one of the reasons we all love to live and work here!!

Let Steve design it! He gets Dunedin.

I too wondered about the point in all of this, and found some info that shed some light. The last sentence really hits on the concerns mentioned by Dunedin residents.
“Unless you’ve lived in a particular city or have a good reason to know a lot about it, the chances are that you think about it in terms of a handful of qualities or attributes, a promise, some kind of story. That simple brand narrative can have a major impact on your decision to visit the city, to buy its products or services, to do business there, or even to relocate there. In today’s globalized, networked world, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and attention. Cities, the economic and cultural powerhouses of nations, are increasingly the focus of this international competition for funds & talent. The brand promise is a phrase or slogan that becomes part of your logo and an integral part of your city. It represents and paints a mental picture that captures the essence of your city to all that are exposed to it. The brand promise should be short and focused. The logo can then be created and should visually support the brand promise and represent the character and/or key visual elements of the city. Ask your residents for input, this is the only way you can be sure that you are indeed getting at the true core of your community."

What happened to "Deligttfully Dunedin"? I love it and everyone else I know does too. If a logo or an icon is desired a sliced orange like the ones seen all around downtown seems obvious.

That $73,000 could have been better used to help Dunedin's elderly citizens towards their rent or utilities. There are NO agencies anywhere that help anyone if they're over 64 and/or receiving piddling social security. Shame on Dunedin for ignoring the real needs of the city, instead opting to waste $73K for a silly, unnecessary design.

This one isn't any better, or worse, than the first one! What the heck does "Life flows your way" have to do with our great city? For $73,000 I would expect a LOT more! How trying again and design something that jumps out at you!

UPDATE I: Earlier today, with the help of a Patch reader, we noticed that the proposed brand that was to be unveiled at tonight's meeting looked familiar:

http://dunedin.patch.com/articles/proposed-new-logo-looks-familiar#photo-9227930

UPDATE II: At tonight's city commission meeting, city leaders tabled its discussion on branding for another date, not yet set.

Many years ago I needed a logo/brand for a business I was opening. I ran a local contest with a cash prize and received many entries from which to choose. My logo and theme turned out wonderful and brought in lots of community participation. The advertising paid for itself and the prize was much, much less than what is proposed by the city. Just think how this could have been utilized in the city. All kinds of ideas come to mind. Think outside the box and stop the needless spending of taxpayer money when you have the talent locally. JMHO!

lazy artist. Flag has been used over and over by artist . $73,000 for LOGO that looks like it is clip art!!!! Dunedin is so much more

We were the only local firm to compete for this project and we felt pretty strongly that only someone who lives here, works here, eats dinner here and has hung out at the marina can truly understand Dunedin. It is a wonderfully eclectic group of independently minded people who are at the same time, somewhat laid back. Life is causal, but taken seriously. How can you get a brand developed from surveys and interviews? You can't. Besides the politicians have agendas and the residents and businesses have pride of ownership. Sometimes they don't work together - but they can. I would offer the opportunity to develop a new direction for the logo and theme line and do so on spec - meaning do it for free - and if it's selected, then we get paid. We get Dunedin, they obviously didn't.

I have hired graphic artists for the last 20 years and you must have found yours at Dunedin Elementary School. These are awful. They don't "get" Dunedin and they show no creativity. A big YUCK from me.

THIS IS TOTAL WASTE! Our City paid $73K for a logo that ANYONE with a computer could have designed! Why did we not approach our high school art students or members of our Dunedin art community that we are known for!? I'm certain they would have done it for THOUSANDS less! Maybe it would be better to provide the money to keep drugs, and gangs out of our community and cops on extra beats to help curb crime! Or maybe helping small business owners or residents! WHAT A WASTE! Does anyone not see this!? ITS UGLY! It reflects NOTHING about Dunedin. Fire them! Put OUR money to MUCH better use! How about the "oranges" or something relating to us being "a seaside community" as was stated in AAA magazine etc! I'm certain politics had alot of play in this BAD decision...

I second Fawn G.'s YUCK. The 73K smells fishy to me. Local town, local business, local art. That's the only right way to do it.
And personally, I'm with Rod. Dunedin - Delightfully Different. It's the "brand" I use to sell this awesome city to anybody who will listen and I don't plan on changing it.