Friday, January 19, 2018
News Roundup

Proposed Dunedin logo designed to reflect city's warmth, assets

DUNEDIN — The city's proposed new logo wraps several of Dunedin's most-beloved gems into one: A side-turned osprey whose tail fans out to meet its head and create a heart.

Stripes on the bird's body represent the Pinellas Trail and water. Alternating shades of blue and green reflect the natural colors of the environment and hint at the area's coastal setting. The word "Dunedin" appears in all caps.

The logo is offset with the tagline: "Home of Honeymoon Island," and below that, in italics, "We'll steal your heart."

In addition to capturing several elements residents say they love most about Dunedin, advertising officials who unveiled the proposed logo and slogan to the City Commission and public Thursday say the new image conjures up warm feelings that are sure to draw visitors nationwide and abroad.

"When someone steals your heart, you're captivated by them. Puppies steal your heart, little babies steal your heart, someone who bakes you warm chocolate chip cookies steals your heart," said Margaret Wilesmith, founder of the West Palm Beach-based Wilesmith Advertising/Design. "Someone who steals your heart is someone to love."

City leaders last year embarked on the $73,000 branding campaign in hopes of increasing visitor and business traffic, which they hope also translates into more employment opportunities, a higher tax base and more revenue to spend on residents.

Once approved, businesses and the city's government will be able to gradually incorporate the unified branding theme into items such as T-shirts, Dunedin's website and city equipment, visitor guides and the next batch of letterhead.

Funding for the branding project came from Community Redevelopment Agency reserves ($23,000), vacant position savings ($34,150) and Visit Dunedin ($16,000).

Wilesmith's firm spent months surveying and interviewing residents and visitors about Dunedin's greatest assets. She said the logo unveiled Thursday was chosen out of about 17 presented to a focus group of merchants, city officials and other stakeholders.

Honeymoon Island consistently ranked as a top attraction among visitors and residents, making it a great selling point.

"Even if they didn't know Dunedin, they knew Honeymoon Island," Wilesmith said. "It's extremely lucky in that it has such a magical name. It sounds like a wonderful place to be. To have a differentiator that no other city in the world can claim is really a jewel."

The firm also played a video Thursday showcasing an alternative tagline, "Dun Our Way," which they said can be paired with almost any event and might help outsiders pronounce the city's name. They passed out buttons on which the heart-shaped osprey was paired with a red letter I to create the slogan, "I heart Dunedin."

The ad agency's work is only "60 percent" done. The firm, along with City Manager Rob DiSpirito and Dunedin economic development director Bob Ironsmith, will publicly seek feedback in coming weeks during meetings with the Dunedin chamber, major employers, small and large businesses, and several citizen-advisory and nonprofit groups.

The City Commission is expected to take a final vote in late February or early March.

Once approved, Wilesmith will provide a manual with guidelines for using the logo and creating a marketing plan. They'll also launch a more user-friendly domain name, dunedinfl.com.

Gabriella Mullins of Dunedin's Holiday Inn Express Hotel and Suites was among the merchants, residents and commissioners at Thursday's meeting who said they support the proposed brand.

"How many times do we see pictures of Caladesi and Honeymoon on other people's magazines, issues, advertising, marketing, and nowhere on there do they ever put Dunedin?" she asked. "So I think it's a wonderful step in the right direction and we need to grow with where we're going."

Chatter on Dunedin's Facebook page, on the other hand, showed a mixed public reaction Friday. Some folks loved the logo while others found the font and colors too "corporate" looking and disliked the connotation of the word "steal" in the tagline. Many believed the logo should instead focus on — or at least include — the city's Scottish heritage rather than Honeymoon Island.

Mayor Dave Eggers said "playing off of the island and the birds and the island, which is a key part of our city" is a clever idea. He also said he liked the "subtle" logo mixed with the "bold" tagline promising that folks who visit will have a good time.

"So many people love 'Delightful Dunedin' and this really captures that. It doesn't do away with that concept," he said.

Keyonna Summers can be reached at [email protected] or (727) 445-4153. To write a letter to the editor, go to tampabay.com/letters.

Comments

Proposed monument near St. Pete pier would honor Tony Jannus history-making flight

ST. PETERSBURG — Tony Jannus’s history-making flight in an early seaplane — simultaneously as ungainly and graceful as a pelican on the wing — is what Mayor Rick Kriseman calls an "under-told and under-appreciated" story, but a team of local history ...
Updated: 7 minutes ago
William March: Tampa Bay Democrats line up for state legislative races

William March: Tampa Bay Democrats line up for state legislative races

A surge of Democrats seeking local legislative offices and hoping for a "blue wave" in the 2018 election continued last week, led by Bob Buesing filing to run again versus state Sen. Dana Young, R-Tampa.In addition:• Heather Kenyon Stahl of Tampa has...
Updated: 9 minutes ago

Lane closures at Interstate 75 and State Road 50 start Sunday

BROOKSVILLE — State transportation officials announced a series of potential road closures related to the Interstate 75 and State Road 50 widening and construction project for the next week beginning Sunday.They include:e_SBlt One lane of I-75 in eac...
Updated: 13 minutes ago
In tree-loving Davis Islands, residents bring new life to where a grand oak fell

In tree-loving Davis Islands, residents bring new life to where a grand oak fell

TAMPA — The people of Davis Islands lost a dear friend to Hurricane Irma in September — a grand oak tree that had resided at the Suwanee Circle median for as long as many residents could remember.To commemorate Florida’s celebration of Arbor Day on F...
Updated: 26 minutes ago
See how bus rapid transit would work in Tampa Bay

See how bus rapid transit would work in Tampa Bay

ST. PETERSBURG — The next, best hope for bringing mass transit to the Tampa Bay area is a bus rapid transit system projected to cover the 41-miles separating St. Petersburg from Wesley Chapel, attract 4,500 new riders and cost about half as much as a...
Updated: 27 minutes ago
‘Mike Hammer - Encore for Murder’ serves up hard-boiled 1950s fare with a healthy side of wit

‘Mike Hammer - Encore for Murder’ serves up hard-boiled 1950s fare with a healthy side of wit

CLEARWATER — From the moment the title character takes center stage, Mike Hammer — Encore for Murder is sold. Rarely does one actor own an entire production the way Gary Sandy owns this world premiere, and it’s a pleasure at watch, in large measure t...
Updated: 1 hour ago
The Hogs are coming to MacDill

The Hogs are coming to MacDill

TAMPA — If you hear loud noises coming from MacDill Air Force Base over the next few days, don’t be alarmed.It’s the sound of flying Hogs.A squadron of A-10C Warthogs, beloved by troops in the field for their ability to swoop low and slow and tear ap...
Updated: 1 hour ago
Tampa Bay schools warn parents about flu activity, dangers

Tampa Bay schools warn parents about flu activity, dangers

The Florida Department of Health has reported a sharp increase in flu activity in the last several weeks, prompting area schools to send out letters warning parents about the virus. At least two districts, however, say that flu activity in their scho...
Updated: 2 hours ago
State Attorney: Tampa woman uses soulfood restaurant as part of IRS scheme, steals thousands

State Attorney: Tampa woman uses soulfood restaurant as part of IRS scheme, steals thousands

TAMPA — An area soul and seafood restaurant owner could face more than 10 years in federal prison for filing more than 60 false tax returns and stealing thousands of dollars, according to the U.S. Attorney’s Office.Natalie Rene Panko, 57, and owner o...
Updated: 2 hours ago

Column: The Mad King flies his flag

The emperor of the outdoors rode into town on a horse named Tonto, and soon demanded that his own special flag fly outside his headquarters whenever he was in Washington. He believes fracking is proof that "God loves us" and, despite being from Monta...
Updated: 2 hours ago