Redondo Beach picks new city logo
By Garth Meyer
Redondo Beach has a new city logo. In a 4-1 vote May 7, the city council approved a modified, two-sail design from its previously hired graphic designer, after a two-month pause to hold an open contest for more ideas.
Following much public input at the May 7 meeting – split among people saying simplicity is the point and others saying ‘yes, without being generic’ – the city council agreed on Jordis Small’s new logo, except for Nils Nehrenheim, who echoed a recurring public comment that the design should somehow incorporate the city’s Pier.
Nehrenheim cited his own survey results in District One, as did Councilman Scott Behrendt early on, for District Five, questioning why the city would spend the money to do this now. Other councilmembers said it would not cost much as the new logo will only be phased in as new street signs and other items need to be replaced.
Councilmember Paige Kaluderovic’s business cards may be the first thing to get the new mark, as she said she was waiting to order more until after a new logo was chosen.
The council’s vote adopted the black and white version of Small’s logo, with color specifics to be detailed later. Her two-sail design – which she submitted in the open contest after she and a city council-appointed committee’s original choice of a one-sail design drew “shark-fin” comments – saw praise May 7 as well as skepticism, including some preference for the town’s existing logo.
Some residents called the new design “boring,” while others highlighted its simplicity and functionality:
“When you try to put a dolphin jumping over the Pier, heading in to shop at the Galleria while playing pickleball and having a cocktail down in the Riviera, it all gets a little confusing to the eye.”
“Towns up and down the coast have harbors and sailboats, but they don’t have that (horseshoe) Pier.”
“The current logo got totally ragged on.”
Small offered to explore more Pier options if that is what the council desired.
Others in public comment said Small was the professional and should be given the benefit of the doubt. One committee member called in to say that she was “appalled” that the city went to a public contest after the work Small and the committee put in.
A high school student spoke to say that the existing Redondo Beach logo was unique. A second student concurred, saying the current logo is the unusual kind that can become a signature.
“It is not what every other town would have,” he said.
Mayor Jim Light’s choice was also to keep the current logo.
Councilman Scott Behrendt made the motion to choose the Jordis Small design with a second from Councilman Zein Obagi, Jr.
“I think we have a winner here,” said Councilman Todd Loewenstein.
Nehrenheim made the point that the two-sail design was a result of holding the contest, and reiterated the history of the original Monstad Pier, then Horseshoe Pier, back to when Redondo was in consideration to be the Port of Los Angeles.
“I’m happy with this exercise,” Kaluderovic said. “I’m very happy with the logo.” ER