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 Ar...
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