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Commission tables Downtown Kissimmee branding strategy after questions about logo and outreach
Summary
Commissioners expressed strong reactions to the proposed Downtown Kissimmee logo and asked staff to return with additional options and outreach documentation; the consultant contract and earlier design alternatives will be reviewed.
KISSIMMEE, Fla. — The Kissimmee City Commission and the Downtown Kissimmee Community Redevelopment Agency (CRA) board tabled adoption of a proposed downtown brand and logo after commissioners and members of the public raised concerns about the design, process and community engagement.
David Rodriguez, Economic Development Director, told the board the branding project began in October 2023 and the consultant’s work included stakeholder outreach, an online survey and a brand implementation and evaluation plan. Benjamin Burnett, redevelopment planner, presented the packet and said the intent was to "capture the existing feelings and character" of downtown and provide materials for stakeholders to use.
Why it matters: A downtown brand is intended to help attract visitors and investment and guide marketing and signage. Several commissioners and attendees said the presented logo did not reflect downtown Kissimmee’s diversity or historic character and asked for alternatives and additional outreach before final adoption.
What happened: Commissioners and members of the public questioned the logo’s aesthetic and the project cost. Staff disclosed the consultant contract amount as roughly $89,000 and said the work included three plans (stakeholder/brand development, implementation, and evaluation). Commissioner Noel Ortiz said, "I don't like it," and suggested a student contest; Vice Mayor Angela Eady and other commissioners said they did not feel the logo represented downtown’s diversity. Commissioners asked staff to provide earlier design alternatives the consultant developed and to return with a strategy for further community input. The CRA board agreed to take no final action and asked staff to meet with the consultant and report back.
Staff response and next steps: Staff said the contract expires March 31, 2025, and that the packet contains usable guidance on social‑media outreach and implementation regardless of the final logo. The board asked staff to (1) obtain alternative logo iterations the consultant produced, (2) prepare additional community outreach options, and (3) return to a future CRA workshop with revised proposals.
Closing note: The commission stressed a desire for broader community participation and clearer demonstration of how the brand will reflect downtown’s history and diversity before moving forward with a final logo.
