New City Logo is Unveiled

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.