Report Prepared by: Leah Brown, Management Analyst, Development Services
Title
SUBJECT: Selection of Logo for the General Plan Update and Downtown Station Area Plan
REPORT IN BRIEF
Considers reviewing logos and selecting a logo prepared for the General Plan Update and Downtown Station Area Plan and selecting.
RECOMMENDATION
City Council - Adopt a motion selecting a logo from Option 1 or Option 2 for the branding of the General Plan Update and Downtown Station Area Plan.
Body
ALTERNATIVES
1. Select Option 1 at Attachment 1; or,
2. Select Option 2 at Attachment 2.
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 General Plan Update and Downtown Station Area Plan, the consultants have prepared four city logos to be used for the website and marketing of the project. Staff have reviewed these options with the consultants and have two choices for Council consideration (see attached).
Key features to notice include:
• 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 logos feature two primary design directions, the first features the thematic elements integrated above the text in a cohesive, unified design (Attachment 1). The second places the elements in separate sections beneath the text, creating a more modular layout (Attachment 2).
IMPACT ON CITY RESOURCES
No appropriation of funds is needed.
ATTACHMENTS
1. Attachment 1 - Option 1
2. Attachment 2 - Option 2