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Jacksonville Beach council adopts temporary name, branding for Ocean Rescue building after months of debate
Summary
The City Council voted to designate the oceanfront building at 2 Oceanfront North the “Jacksonville Beach Life Saving Station” with temporary branding that will include an inverted cross logo and wording recognizing both the Volunteer Lifesaving Corps and Jacksonville Beach Ocean Rescue.
Jacksonville Beach City Council on April 7 adopted a resolution formally designating the oceanfront building at 2 Oceanfront North as the “Jacksonville Beach Life Saving Station” and approved temporary branding for the structure.
City Manager Stifopoulos told the council the action follows the city’s acquisition of the building from the American Red Cross and the need to replace Red Cross marks that the Red Cross said could not remain on the building. “They indicated that anything that involved a red cross would also be viewed as an infringement on their trademark,” Stifopoulos said during the presentation.
Councilmember Sutton moved an initial resolution naming the building and adopting a logo; the motion was amended on the floor to make the branding temporary, to spell out where temporary lettering and logos will be placed, and to require mutual approval of placement details between the city and the Volunteer Lifesaving Corps (VLSC). The…
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