Copperas Cove council directs staff to finalize modern city logo

At a workshop meeting Aug. 5, the Copperas Cove City Council directed staff to finalize a proposed modern monogram logo, develop a branding kit and pursue trademarking, after three years of committee work on a redesign.

City branding officials said the change is intended to provide a simple, flexible mark for use on business cards, uniforms and social media and to correct public confusion about the city’s location. Kevin Keller, the city’s public relations director, told the council the proposal is a “very clean monogram look” representing “Copperas Cove, Texas.”

Keller said a council-directed committee first began work on a new logo in February 2022 and that the current rendition is presented in black-and-white for simplicity; a final color palette would be developed later. “Part of this whole, logo redesign will include a branding guide and color palette for future use,” Keller said. He asked the council for direction on whether to move forward; if supported, staff would return with a resolution and continue work on final designs and trademarking.

Joshua Morse, who Keller identified as a volunteer designer from Copperas Cove ISD, said the design aims for a “modern logo to go with our modern city” and that simpler elements, such as a small geographic star, did not reproduce well at reduced sizes. Chief Eddie Wilson, who served on the committee, and other councilmembers praised the design and the volunteer work: “I want to say give a huge thank you to Kevin,” Chief Wilson said, adding thanks for Morse’s donated design work. Councilman Del Treadway said he supported the logo, calling it “clean” and “professional.” Councilmember Bonnie Hart said she “particularly like[s] the star” and asked why the star had been reduced; staff answered that the star was too small to be legible at reduced sizes used on shirts and other small items.

Council discussion also noted prior confusion about the city’s name and logo colors. City staff and council members said the current logo’s colors and the word “cove” have sometimes led outsiders to assume the city is on the coast. Staff indicated the anticipated final color palette would likely include a Texas-blue tone but did not provide a final palette at the meeting.

The council gave direction to proceed rather than taking a formal vote; the mayor summarized that the direction was “to move with this logo design, get things finalized and start getting it out.” Keller said staff would return with a formal resolution and additional materials if the council confirmed support. No budget figures, trademark fees or implementation timetable were specified at the meeting.

The discussion occurred during the workshop portion of the council’s Aug. 5 meeting and represented internal direction rather than an adopted ordinance or contract. The council asked staff to consult as needed with other local institutions; one councilmember asked whether the design work had been discussed directly with Copperas Cove ISD, and staff said it had not been discussed directly with the ISD before the meeting.

Next steps identified by staff were to complete the finalized design, prepare a branding kit and pursue trademarking, and to return to the council with a resolution for formal action.