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Clearwater okays $400,000 for city rebranding

 
Published Jan. 28, 2016

CLEARWATER — The city will spend $400,000 to roll out its new logo and branding efforts by taking a non-interest bearing loan from the Central Insurance Fund. The loan from the $36 million city fund, which provides insurance service to different departments and can be a source of cash, will be budgeted for repayment in fiscal year 2017, according to Finance Director Jay Ravins.

The money will be used to pay for replacing city employee uniforms, signage and other materials still bearing the old logo. In November, the city unveiled a new logo and the first rebranding effort in 15 years, crafted by four months of market research by hired consultants.

Joelle Castelli, public communications director, said this rollout will help keep all departments consistent in how they are presented to the public. "You wouldn't want my department to have all new business cards and all have new shirts and then another department phases it in over three years," she said.