Report Prepared by: Leah Brown, Management Analyst, and Jonnie Lan, Acting Planning Manager, Development Services
Title
SUBJECT: Reconsider Selection of Logo for the Merced General Plan Update and Downtown Station Area Plan
REPORT IN BRIEF
Considers reviewing new logos and selecting a logo prepared for the Merced General Plan Update and Downtown Station Area Plan
RECOMMENDATION
City Council - Adopt a motion selecting a logo or logos from options for the branding of the Merced General Plan Update and Downtown Station Area Plan.
Body
ALTERNATIVES
1. Select Option 1 - Block Lettering in Black & White only; or,
2. Select Option 2 - Colorized - Photo within IMAGINE; or,
3. Select Option 3 - Small Icon with solid background; or,
4. Select Option 4 - Small Icon - rays within the background; or,
5. Keep using the current City Logo for the General Plan; or,
6. Approve a combination of new alternatives.
AUTHORITY
Charter of the City of Merced, Section 200, et seq.
CITY COUNCIL PRIORITIES
As provided for in the 2025-2026 Adopted Budget.
DISCUSSION
As part of the Merced General Plan Update and Downtown Station Area Plan, the consultants prepared four city logos to be used for the website and marketing of the project. Staff reviewed options with the consultants and took two choices for Council consideration in July 2025.
Key features included:
• Tree imagery to represent the City’s distinctive tree-lined streets and commitment to tree preservation
• A moving train symbolizes the High-Speed Rail and its connection to the Downtown
• The downtown theater, a nod to a well-known community icon that also ties into the existing City logo
• Laura Fountain - representative of the significance of the history of Merced and central feature in Merced within Applegate Park
The initial logos presented were not well-received by the City Council, who requested a modern, visually compelling, and forward-looking design. Staff was directed to collaborate with the Arts Commission to refine the branding approach to seek a more modern, eye-catching approach. Specifically, they wanted staff to confer with the City’s Arts Commission subcommittee to pursue other ideas for logos.
On July 9th and 16th, staff met with the Arts Commission subcommittee to review examples from other cities. While this logo will not replace the official City logo, it will serve as a distinctive branding tool that conveys progress, imagination, and Merced’s future vision. After several creative discussions, Mr. Glen Camarda volunteered to produce new options based on the theme “IMAGINE MERCED” - a bold, forward-thinking concept meant to inspire community pride and optimism.
Option 1 (Attachment 1) is a base option; it uses just the letters of IMAGE MERCED. It can be placed on a dark or light background and still be visually prominent.
Option 2 (Attachment 2) The strongest reflection of the Arts Commission’s vision, Option 2 integrates vivid photos of iconic Merced landmarks within each letter of “IMAGINE.” This approach is modern, eye-catching, and emotionally engaging, directly aligning with Council’s request for a fresh, compelling look. Its adaptability on both light and dark backgrounds ensures strong visibility across digital and print platforms.
Option 3 (Attachment 3) and Option 4 (Attachment 4) are what could be considered a small icon that can be used in coordination with Option 1 or Option 2 or used on its own. Options 3 and 4 are similar except for the rays behind the tower image in Option 4. They too are shown on a light or dark background, a reverse image, that will work on either background.
Option 5 is to simply keep using the current City logo as branding for the Merced General Plan Update and Downtown Station Area Plan.
Option 6 is to approve a combination of the new alternatives.
IMPACT ON CITY RESOURCES
No appropriation of funds is needed. Work was done on a voluntary basis and Mr. Camarda has agreed to sign any necessary releases.
ATTACHMENTS
1. Option 1 - Block Lettering in Black & White only
2. Option 2 - Colorized - Photos within IMAGINE
3. Option 3 - Small Icon with solid background
4. Option 4 - Small Icon - rays within the background
5. Presentation