City communications staff presented three logo concepts for the Downtown Kissimmee Community Redevelopment Agency (CRA) on Oct. 20 and commissioners directed staff to refine options and conduct a public survey before final adoption.

Strategic Communications Manager Josh Daniel said the in-house team followed a five-step branding process using prior workshop research, a review of peer CRA logos, an internal design workshop and photographs of more than 25 downtown buildings. The three proposed concepts ranged from bold, modern wordmarks that incorporate distinct rooflines and awnings to a more classic, brick-textured mark that includes sun rays and a heritage feel (transcript 2983.69–3428.455).

Commission feedback: Commissioners split between the modern options (1 and 2) and the more traditional option 3. Several commissioners said they liked option 1’s vibrancy and historic rooftop details; Commissioner Ortiz preferred option 3 but asked that the city year “1883” be added. Commissioners suggested staff could remove or replace the library building element if future development changes the site, and they encouraged staff to emphasize ‘Historic Downtown’ for legibility on some designs (transcript 3457.425–3940.6501).

Next steps: Staff was directed to tweak option 3 to add “1883,” adjust wording weight on option 1 or 2 for legibility, and to prepare an online community survey limited to the top options (staff to test 1 and 3). The commission did not call a motion; staff will return with refined artwork and public-feedback results before final approval (transcript 4316.25–4335.35).

Why it matters: Commissioners said a distinct downtown brand will support events, wayfinding, banners and economic development efforts and should both honor historic character and reflect downtown’s planned revitalization. Several commissioners said in-house design capability saved money and produced work that reflects local architectural details.

Provenance: Presentation and discussion begin at the CRA presentation by Josh Daniel (transcript 2983.69) and conclude with staff direction to refine options and run a public survey (transcript 4316.25–4335.35).