New City Logo is Unveiled

The public saw the city's proposed new logo for the first time at the Jan. 19 city commission meeting.

An osprey with its tail wafting in the water turns into a sweeping green and blue heart. The stripes in the bird's body hint to the . And the overall shape refers to Dunedin's .

The natural colors and elements capture what an advertising agency said are the things people love about Dunedin and this potential new logo was revealed to city commissioners at their Thursday (Jan. 19) meeting.

“I thought it was subtle and dramatic… playing off of the island and the birds, which is a key part of our city," said Mayor Dave Eggers.

Wilesmith, a West Palm Beach-based independent advertising company, got input through a community survey and interviews on what residents and visitors valued about Dunedin.

"Dunedin residents value the natural aspects (Honeymoon Island, Caladesi Island) of Dunedin, as well as the unique downtown area, coastal living in general, the various specials events, and the warmth of the people in Dunedin," Wilesmith found.

The advertising company created various logos and tag lines for the branding selection committee to review. The committee chose the one presented at the commission meeting.

"We did not have to create a brand. We just uncovered your brand and gave it expression... the logo is just the expression of your brand," said Margaret Wilesmith, President of Wilesmith.

Honeymoon Island came up constantly when the marketing company asked people about Dunedin. Stealing someone's heart, in the tag line brings up positive images as well like freshly, baked chocolate chip cookies, a squirmy puppy or a cooing baby, Margaret Wilesmith said.

Dunedin's brand promise is "Dunedin promises that you will be surprised and charmed... by our superb natural attractions, our artful approach to life, our vibrant personality and our commitment of ensuring that your visit to our City exceeds your expectations."

"It is not just a logo or advertising. It is about the value of making a promise...it's a promise this beautiful, little city will deliver to its customers," Margaret Wilesmith said.

The agency work is about 60 percent complete. Additional steps include guidelines for using the logo and creating a marketing plan. The agency also will roll out a new domain name for the city, www.dunedinfl.com, which will make it easier for visitors to find the city online.

Next steps include sharing the new logo and answering questions from community committees, which often market Dunedin.

These groups include:

  • Arts and Culture, Jan.26
  • Visiting Dunedin, Feb. 1
  • Community Redevelopment Agency Advisory, Feb. 8
  • Public Relations Advisory, Feb. 9 
  • Chamber of Commerce (date to be determined)

After the committee meetings, the city commission will vote on the brand recommendations either Feb. 16 or March 1.

Jennifer January 20, 2012 at 08:55 PM
A lot of negative comments on FB about this logo.
Melissa Lattman January 20, 2012 at 10:54 PM
Thanks for reading and mentioning that-- there are 15 total comments so far on the FB page
Jennifer Harrington January 21, 2012 at 02:33 AM
I like it!!
C.w. Petit January 21, 2012 at 03:33 PM
One of those stripes could be the Scottish colors. How can we leave them out ????? I am of Scottish ancestry and it is also one of the reasons I moved here.
Bob Burdewick January 21, 2012 at 04:40 PM
Looks pretty nice -- BUT, for $73,000 it should be!!!!!
Mary Walthall January 21, 2012 at 05:59 PM
I really like it! But the bird looks more like a peacock than an osprey. In my eyes, I will always see the peacocks which used to be in the Dunedin Cemetery. Mary W.
Mathew J. Eberius January 21, 2012 at 08:08 PM
Also check out the "Dunedin" fan page on FB. A ton more comments. https://www.facebook.com/DunedinsBest
Steve Spathelf January 22, 2012 at 09:28 PM
Well said, Eric! It's very professional looking, but rather "blah" as a representation of Dunedin.
Michelle Conchita Alanzo January 24, 2012 at 04:04 AM
Honestly, it is less than impressive and says little about the city itself. No one can visually decypher what the elements of the logo represent w/o a long explanation. The logo should speak for itself, especially if we are going to spend over $70k to promote it. The city could go to a site called logotournament.com and for only a few hundred dollars they could choose a design that represents our city from hundreds of entries.
Cecilia January 26, 2012 at 05:48 AM
Wow, so that is supposed to be an Osprey? Such a trwo dimensional, drab design for a city that is definitey not. Surprised that the Commission finds it at all appealing as a representation of our dynamic and delightful town.
Mark Veldhuis February 02, 2012 at 03:27 PM
It's time to rein in the Commision Spending over $70,000 for Advertizing which benifits a very small number of residents or business. This is why they need term limits Mark Veldhuis
Pat Jennings February 02, 2012 at 08:33 PM
$70,000.00 for what? A logo that looks like the side of a barn in Pensylvania Dutch country. This whole expensive fiasco and "9 month study" is a sample of what is wrong with government today. Dunedin officials ought to be ashamed of themselves for this expense of taxpayer funds that produced nothing more than clip-art. Pat Jennings
Dani April 21, 2012 at 03:54 PM
Agree with Eric - it does not even begin to capture even the minimal essence that could represent Dunedin
Ron Smith January 11, 2013 at 06:19 PM
The word "steal" should not be in a city slogan. Dunedin lost a lot when small-minded people took our peacocks away...
Hugo J. Montiel April 22, 2013 at 11:09 PM
I agree 100% with Ron Smith. The word "steal" is a poor choice for a city slogan.


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