ITEM:		ACTION ITEMS
19.	CONSIDER APPROVAL OF NEW MPWMD LOGO DESIGN
Meeting Date:			February 25, 2010	Budgeted:	N/A
From:			Darby Fuerst,	Program/	N/A
			General Manager	Line Item No.:
Prepared By:			Stephanie Pintar	Cost Estimate:	N/A
General Counsel Review: N/A
Committee Recommendation: By a vote of 3-0 on January 29, 2010, the Public Outreach Committee recommended the Board adopt and implement the new District logo.
CEQA Compliance: N/A

SUMMARY: The District’s logo (i.e. a hand catching a drop of water) has been in use for over 30 years and is out-of-date. In 2008, the District’s Public Outreach Committee determined that a new logo design was timely. To accomplish this effort at minimal cost, the District partnered with California State University, Monterey Bay (CSUMB).

The District approached CSUMB’s School of Informational Technology and Communication Design (ITCD) for a design solution, either an updated version of the existing logo, or an alternative new design. Staff initially discussed the project with CSUMB Professor Bobbi Long, an expert in logos, multimedia, graphic and publication design. Based on Professor Long’s recommendation, Ms. Bora Kim, a senior in the ITCD program, was selected as the graphic designer for the project. The logo redesign became her senior capstone project.

During the Fall 2009 semester, Ms. Kim developed a number of alternative designs for consideration. The Public Outreach Committee selected the recommended design and requested several slight modifications that have been completed and approved by the Public Outreach Committee. The chosen design (Exhibit 19-A) will be developed into a graphic identity that will systematically replace the older logo. Additional examples of materials integrating the new design will be available at the Board meeting.

The final design communicates a sense of environmental awareness in a professional appearance. The use of three colors (black, green and aqua colors) with a central water theme conveys both the District’s vision and the District’s connection to water (aqua) and the environment (green). New colors and graphics are integrated to quickly grab the attention of the viewers. Even when shown in black and white, the new graphic conveys the District’s emphasis on water. The final design is a modern graphic with a message that is easily interpreted by the reader.

Upon approval of the new logo design, Ms. Kim will finalize the identity package for the District. This work includes graphics for envelopes, business cards, letterhead, and other marketing tools including brochures, vehicle decals, shirts and caps, a vectored logo for future printing and other outreach-related products. The final goal of the project will be to design a professional looking website, using the new logo and the new color palette. This project will be completed by May 2010.

RECOMMENDATION: The Public Outreach Committee and staff recommend the Board adopt and implement the new District logo.

BACKGROUND: Bora Kim is 24 years old and a student at CSUB. She transferred to CSUMB from Glendale Community College in Southern California. She has an Associate Degree in Art and is completing her Bachelors of Science Degree in Information Technology and Communication Design at CSUMB. Her emphasis is on Visual Design. Ms. Kim’s experience includes basic identity packages and a 3-D commercial piece.

IMPACT ON STAFF/RESOURCES: Staff will phase the new logo in as supplies are depleted and reprinted. District letterhead is printed in-house on local printers, resulting in minimal fiscal impact. When color printing is required for outreach materials, costs may be incurred at a slightly increased cost. However, much of the printing done by the District is in black and white, which will minimize the color printing impact.

EXHIBITS

19-A Logo in color

19-B Logo in black and white

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