City's New Logo 'Isn't for the Residents'
Members of the committee that selected the city's new marketing brand say they're satisfied with the result, pointing out that the logo is intended to appeal to people outside Dunedin, not people who already live here.
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For longtime Dunedin business leader Gregory Brady, the city branding effort represents the culmination of a lot of hard work and solid research.
He is somewhat at a loss to understand the backlash and negativity that has surrounded the effort, a process that began nearly a year ago and could come to a conclusion in the next few weeks.
Brady, founder of Brady|Karlin Events and former owner of a Main Street hair salon, believes the new brand needs to draw people to Dunedin and not necessarily please its residents.
“The important part of a brand is getting noticed,” Brady said by phone. “People need to understand the logo isn’t for the residents; it’s to bring other people in to our area.”
Controversy Began with Osprey Design
Much of the controversy surrounds the original blue and green heart-shaped "osprey" logo, which Brady approved and grew to like, but he also agreed “it looked like something you might see at an assisted living facility.”
The osprey design received much public criticism, and the proposal was scrapped in favor of one on the shortlist. It depicted the word “Dunedin” spelled out in capital letters, with a colorful, wave-like “E."
Brady doesn’t care for the new logo, saying he “doesn’t believe the name should be the logo" and that any logo needs to transfer well in black and white and be able to be seen in small form.
Another longtime Main Street business owner Tina Marie Avila, who owns Casa Tina, Pan Y Vino and Cabana Cafe, agrees.
“I think it's too generic. Dunedin has always struggled with people trying to pronounce it. So the new logo won't help people remember it any easier. But at least we have one,” she conceded.
Avila knows firsthand how difficult it can be to get noticed.
"I've owned a restaurant here for 20 years, and for the first 12 years when I'd say I own a restaurant in Dunedin, people would say 'where's that?' — and these were people from Tampa and around here," Avila said.
Price Tag Also Drew Criticism
The other issue that drew negative reactions from citizens was the cost of the entire branding effort: $73,000.
According to Bill Francisco, CEO of AdSharp, a design and marketing company based in Dunedin, people should not assume the cost of the project is just for the logo.
“I was a member of the final committee that chose the logo … and it was a long, thought-out process that involved a lot of people," he said. "It was a research-based project that conducted a lot of surveys … and that costs money to do.”
In his expert opinion — Francisco has more than 40 years of experience in marketing — the price of the branding effort was quite reasonable.
“There’s a lot that goes into the creation and design of a brand and a logo," he said. "In my opinion, $73,000 is a fair cost … for the amount of time and energy that was put into it.”
Francisco does agree with Brady on the fact the logo needs to adequately represent the community, not placate citizens who believe it should contain every aspect of what makes Dunedin special.
“It’s pretty difficult to come up with a logo that’s completely different and unique in this area,” he said. “But the logo isn’t supposed to appeal to people who already live here. It’s supposed to bring new people and business to Dunedin.”
Whatever the final decision on the logo may be, Francisco just wishes people would appreciate all the effort that community members have put into the project.
"You've got to realize that we're not all going to agree when it comes to this issue," he said. "I don't mind if people don't like the design; I resent the fact that they didn't respect the process."
Cecilia
6:53 am on Monday, May 21, 2012
I am a lay person, with no ad experience, I have repeatedly asked the question, What is exactly is the Logo/Brand to be used for? Comm. Carson stated earlier in the Patch that there was no money set aside for the City to use it; with the caveat to the effect of stay tuned....so please some one explain to me - evidently I am just unable to comprehend this - what is the logo/brand for and why did we spend anything on it if it is not for the benefit of the residents. With this headline, I am more confused than ever!
I am a team player, I have stated I am not crazy about this one, nor the other one for that matter, but if it is what we get, we support it. And no, I could not have done a better job on it.
But I am truly begging anyone with knowledge to explain to me EXACTLY what it is going to be used to accomplish. I have previously asked if it was meant to attract more tourism, new business, new residents, if so what demographic are we targeting? All these are good things as they bring revenue into our very special city. But now I am reading a healine stating it "isn't for residents"?? Yet our tax dollars funded it and no one can explain (at least so that I can understand) what it is for. Perhaps I am too simple to understand this, but I sincerely do not get it. Can some one, in three sylable or less words, explain this to me. Please forgive my ignorance with regard to this. Certainly, I cannot be the only resident who does not get it. Thank you.
Amanda Ilex
7:45 am on Monday, May 21, 2012
Cecilia, what a great comment, where is the elevator speech to sell this logo? I also don't get "not for the residents" if the residents don't like it, why would non-residents like it?
DLC
8:40 am on Monday, May 21, 2012
I like it!
I am a snowbird and spend a lot of time in Downtown Dunedin.
Lovely town and lovely new logo.
It is bright and inviting.
We live next door to Honeymoon Island.
I hope everyone supports the final decision so
the energy that is being spent on this issue can be
directed towards achieving the goal of more business for our merchants.
When a city is desired by visitors for whatever reason we all win.
More business for the merchants, higher value on our property.
DLC
Everyone can be a winner.
Merrill
8:46 am on Monday, May 21, 2012
Agree with Amanda and Cecilia....this seems a bit like "The Kings New Clothes".... a logo for $73,000 and no use for it and no concern as to who might like it. Are your Dunedin residents THAT different from the rest of the world? I think not... I (an artist and former product designer) live in Clearwater and think this new logo is weak in its design message, but that's just my humble opinion...
Lisa
9:55 am on Monday, May 21, 2012
Tourism...something that keeps the greatest mom and pop shops in Tampa Bay open! I'm sure it will be used in ads in travel magazines, ezines, etc. to draw people to the city. The colors are bright and eyecatching and look fun and festive. Someday, people will stop saying "where's that?" when I say I live in Dunedin! I do have to say though, if they take the little guy in the skirt off the city signs, I'll be kinda sad! *sigh* yes, I know, it's not a skirt, it's a kilt! :)
Cecilia
12:25 pm on Monday, May 21, 2012
Lisa, I hope it is going to be used in magazine Ads, ezines, etc. BUT who is going to be placing those ads if the City has not set aside funds to utilize the Logo/brand? Those ads cost $$ and doubtless the mom and pop shops here -which I love and try to support - operate on a budget that may not allow for them to place those kinds of ads and if they do, they may well want to use all the ad space for their own logo/brand/product; especially if they are paying for it.
At this point, it is not even about liking or not liking this logo, it is about HOW/WHO will be using this and who will be paying for it? And if the City has set aside no funds to use the logo/brand, why did we pay for it's design, especially if it is, as stated in this article, "not for the residents". We need to be bringing in additional outside revenue to our City, as does every city, and isn't bringing in revenue for the residents, so how can this logo/brand be "not for the residents"?
Bob Burdewick
3:04 pm on Monday, May 21, 2012
What an insulting comment to all of us who live, work, shop, eat, etc. in our great city! Why shouldn't we care what the logo looks like? Residents should be proud of "everything" connected to Dunedin -- this logo is not one of them and the money spent was ridiculous when we have so many local talented people who could have done better.
Arlene V
10:27 am on Tuesday, May 22, 2012
I agree Mr. Burdewick!! I am insulted and not particularly fond of the new "brand/logo" for our lovely little town and feel too much of the residents money was spent on a "defective" product.
Lee Chrostowski
5:21 pm on Monday, May 21, 2012
Branding is also very much for the residents of the town... despite Mr Brady's view. It represents who we are. Yes it is colorful but it is very weak and says very little about who we are or why somebody should visit, If this branding is that important then we would go back to the drawing board. Lee
Jim Throne
10:03 pm on Monday, May 21, 2012
Jim Throne
1. When I was in school, E usually had a vertical line.
2. In tech terms, the three wiggles stacked on top of one another are known as 'approximately equal.' So, will someone explain to me why 'dun' is approximately equal to 'din'?
3. People have problems pronouncing 'Dunedin' now. I'm gonna guess that Dun-three wiggles-din will wind up being pronounced as as 'Dun-din.' Late nite wags could easily adulterate it as 'Dum-din.'
But, hey, just remember, if the city fathers think it's great and they feel it's well worth spending our money, we can always remind them of their folly at the next election,
PK
2:09 pm on Sunday, May 27, 2012
I agree. I perceive the squiggles as an E because I already know the name of the town and have the context of the discussion in mind. To a casual eye who does not already know it's supposed to say, "DUNEDIN", I think it will be first perceived as "DUN-(artsy squiggle thing)-DIN". The squiggles look like a little bit of graphic art intended to portray three flags in the breeze. And, yes, the colors are fun and have appeal, but won't any logo end up printed in black and white sometimes?
There was a lot of hard work, time, and money invested to come up with this. That can be respected and applauded. But hard work and effort does not always guarantee a good result.
Bob Tankel
5:44 pm on Tuesday, May 22, 2012
This is another example of wasteful spending by government in a time of economic duress. The money spent on this and the effort could have easily paid fro school nutrition or another much more worthwhile project. If the Chamber of Commerce wanted to foot the bill for it, then have at it! Otherwise it's a wasteful, meaningless bit of "art"...
Gene C.
10:57 pm on Tuesday, July 24, 2012
I'm sure some of you have heard that you need to spend money to make money. As I recall, anyone could have submitted their proposal for this project. Officials we elected helped decide the one best suited for Dunedin. I think the officials in Dunedin did a wonderful job and have come back with a pretty nice Brand to boot. I believe all of Dunedin will benifit from the added tourism. Thanks again.
Bob Rupp
8:21 pm on Wednesday, January 9, 2013
If the new logo is not intended for residents.....why is it on the city's new recycling bins?