City Council approves refreshed Andover logo after five-month branding process

The Andover City Council voted unanimously to approve a refreshed city logo developed by the Greteman Group after a five-month research and design process involving council, stakeholders and 467 community survey respondents.

Megan Chafaw, city staff lead on the project, told council the logo refresh began after a December 2023 workshop; an RFP in April 2024 drew 36 submissions and the Greteman Group was selected. Ashley Bowen Cook of Greteman summarized the research: stakeholder workshops, surveys of council/stakeholders and a 467-response community survey distributed via utility bill and Facebook. The research found residents prioritize "community," "family" and "quality," and most stakeholders preferred an "evolution" rather than a complete brand revolution.

The chosen mark is an evolution of the existing city logo: the design straightens the tilt, reduces and simplifies the sun rays, centers the wordmark and uses blue with a gold accent. Greteman presented applications for digital and printed materials and a secondary green for sub-brands such as parks and recreation.

Chafaw said the rollout will be phased: an initial six-month phase (now through the summer) for digital items and apparel, phase 2 later in the year, and additional phases through 2026. She said some department gear (such as uniform items purchased on longer replacement cycles) will transition later so departments are not forced to replace functioning equipment prematurely.

Council members praised the process. Councilmember Murr moved to approve the new logo as presented; the motion was seconded and carried 5-0.

City staff said implementation will include updates to the website, social media and selected printed materials and that departmental uses (vehicles, apparel, heavy gear) will be phased to manage cost and operational needs.