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Palm Coast Tuesday, Sep. 14, 2021 5 days ago

City Council undecided on proposed new Palm Coast logo

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If the council approves the new version, the existing city seal would still be used for formal city documents like meeting agendas.
by: Jonathan Simmons News Editor

People who use Palm Coast Connect, the city of Palm Coast's customer service website, might've noticed the modernized variation of the city's logo that adorns the top left of the website's homepage: Instead of the regular Palm Coast logo, with a palm tree, the sun and a ripple of water flanked by the words "Palm Coast," this new version simplifies the sun into a yellow disk, behind an abstracted palm tree and a blue wave shape cresting again the tree's trunk, all enclosed in a blue circle.

Three generations of Palm Coast's logo: The 1970 ITT version, the 1999 version created when Palm Coast incorporated, and the proposed new version with the icon logo. Image courtesy of the city of Palm Coast

Two Palm Coast City councilmen don't like the new version, and at a Sept. 14 council workshop opposed city staff's proposal that the new logo be added to the city's code of ordinances.

The city has been using the new logo for a year, but never formally adjusted the city's codes — which describe the appearance of the city's seal and logo — to include the new one. 

There are two variations of the proposed new logo: The circular "icon-logo" on its own, or the icon-logo to the left of the words "Palm Coast," in blue text in the stylized font used in the city's current logo.

Councilman Victor Barbosa asked why the city needed to get rid of its existing logo.

Councilman Ed Danko agreed.

"I'd like to see us have a discussion on this," Danko said.

City Councilman Nick Klufas pointed out one benefit of the new logo: It's designed to be scalable, and the icon-logo could be used small or enlarged without a loss of resolution. 

The new, icon-style logo can be slipped into text or adapted for other uses. Image courtesy of the city of Palm Coast

"There are applications where, honestly, Exhibit A [the existing city logo] just doesn't work," Klufas said.

The proposed code change wouldn't affect the city's official seal, which is similar in appearance to the existing logo and would remain unchanged. If the council were to decide to add the new logo to the city's code, the seal would still be used for official city document s like meeting agendas, while the new logo would be used for marketing purposes.

The icon-logo, according to a city staff presentation, "lends to brand recognition and brand unity across all city branding." The city's "Be Local, Buy Local" campaign logo incorporates the icon-logo as the "o" in the word "local."

"The new logo does nothing for me, I can tell you that," Danko said.

Mayor David Alfin the new logo needs to be added to the city's codes because it's already in use. The council could add it to the code of ordinances as one potential logo option alongside the existing logo, while still holding a separate discussion later on whether to replace the new logo with something else, Alfin said.

"It's out there: You're not going to be able to reel it back in so quickly," Alfin said. "It does need to become an agenda item that will be discussed." 

The council will vote during a future business meeting on whether to add the new logo to the city's code of ordinances.

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