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Commission keeps existing city logo after public survey and design review
Summary
Following a staff presentation that showed five redesign options and public feedback, commissioners voted unanimously to retain the city's existing logo rather than adopt a full rebrand; staff estimated an all‑at‑once rebrand could cost $800,000–$1,000,000.
City staff presented five prototype designs for a refreshed City of Sarasota logo and the results of a public ranked‑choice survey on Jan. 6; after discussion the commission unanimously voted to retain the existing logo and defer a citywide rebrand.
Jennifer Jorgensen, director of governmental affairs, introduced the item and Sierra Coleman, the city's new public arts administrator, reviewed five alternate "COS" logo renditions and the public survey results. Option 2 was the highest ranked in the weighted score, staff said, but public reaction was polarized.
Commissioner Erin Koch said she strongly preferred retaining the David figure in the city brand, calling it "invaluable" to the community. "I think how strongly I feel about keeping the David as a part of our logo," Koch said, and she favored option 5 among the new designs if the commission chose to change the mark.
Vice Mayor Trice and other commissioners raised implementation and cost questions. Staff presented a high‑level estimate that a complete, citywide rebrand executed all at once — replacing signage, vehicles, uniforms and other assets — could cost in the range of $800,000 to $1,000,000; staff also explained a phased approach is possible and has been used by neighboring jurisdictions to spread costs. "If you do a rebrand, you have to do it all at once," Jorgensen said, noting many physical assets must be remade.
Commissioner Ulrich recommended removing the option of commission approval of future brand rules (a separate procedural point staff had raised) and emphasized that if the commission did choose to revisit branding, staff should present how the mark reproduces in one color and at small sizes. After discussion, Commissioner Ulrich moved that the city keep the current logo for the time being; Commissioner Ahern seconded the motion, and the vote was unanimous.
Why it matters: a wholesale rebrand would be visible citywide and costly; commissioners said retaining the David and the existing wordmark avoids large immediate expenditures while preserving continuity for residents, businesses and visitors.
Next steps: staff will continue to use consistent seal colors and may return later with further options or a phased implementation plan if the commission wants to revisit the issue.
