Redondo Council seeks further input on new city logo

Mock-ups of the current, proposed new logo for the City of Redondo Beach, designed by Jordis Small, Stellen Design. Modifications showed Feb. 13 include a lighter yellow background at left and a gradient "sunset" version.

by Garth Meyer

A potential new city logo is up for debate after the Redondo Beach city council voted for more public outreach following a local graphic designer’s presentation October 17. 

The project started this spring when the council named the creation of a new logo as a strategic plan objective. 

Jordis Small of Stellen Design was chosen to work with a five-member citizen committee appointed by the council. 

“Design needs to function and art doesn’t,” Small said at the start of her PowerPoint last week to the council. “… A logo should be so memorable a five-year-old can draw it.”

Noting that the task was a “dream job,” the Redondo Beach native described the current city logo as “not simple or scalable,” “relies on color too much” and is “not reflective of the city.”

Her new design shows a sail out on the water, and in lettering for “Redondo Beach,” the “R” and the “B” have a tilt in the middle bar. Small displayed how the logo would look on examples such as a city envelope, the door of a Public Works truck and a street sign. 

The council praised her presentation as one of the best they’d ever heard, then commented specifically on the logo. 

“I like the look in concept, but it doesn’t tie things together, it’s all straight lines, nothing being brought together,” Councilman Nils Nehrenheim said, relaying community input he has received on the prototype. “Is it so plain, it’s not identifying? It’s not bringing the character of what we have here (all together).”

“I came into this thinking ‘no way are we going for this logo,’” said Councilman Zein Obagi, Jr., explaining that he had changed his mind because of Small’s presentation. “It’s timeless, it seems very versatile. I think this would stay fresh for awhile.”

Councilmember Paige Kaluderovic had a comment and a question. 

“I think it looks great, in all,” she said, then asked if Small had gotten any feedback that the sail looked like a shark. Kaluderovic added that she was not a particular fan of the color scheme.

Citizens’ committee member Geoff Malemen spoke about their work.

“… It’s maybe nobody’s first choice but it encapsulates so many pieces of what we thought was important,” he said. 

“Maybe we keep working it and see if the community starts to better understand the intention here,” City Manager Mike Witzansky said, referring to Small giving her presentation at councilmembers’ district meetings. 

She was agreeable to this, perhaps with a qualification.

“There has to be a point where we have to take a step back and be like, this works or this doesn’t work.” 

Councilman Scott Behrendt asked about the cost of implementing a new logo across the city. 

“… Well into the six figures, not into the seven, but put in over time,” Witzansky said, referring to how a new logo would be phased in on signs, police and fire department uniform patches, vehicles, etc. 

“If we’re going back to the drawing board, I would like some clarity…” Small said. “… Can we get a soft polling of ‘will my dreams come true?'”

Witzansky assured her that the continued process is to “educate the community and gauge reaction.”

The council then voted 5-0 to proceed. Small is set to appear Nov. 4 at Kaluderovic’s District Three community meeting 8-9:30 a.m. at allcove. ER


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