Council previews refreshed city brand and asks for formal plans for sister-cities program

City communications and economic development staff presented a brand-refresh and style guide aimed at tightening the city's visual identity and creating campaign-ready taglines for tourism, business recruitment and community outreach.

Teresa Collins, assistant director of communications, said the refresh updates fonts, strengthens the existing logo use, adds a complementary secondary color palette for accessibility (ADA compliance), and proposes a set of campaign taglines such as "Authentically Escondido," "Grow with Escondido," and "Go Slow, Esco." Collins said staff plans regular updates to stock photography and to roll out consistent Measure I "brought to you by" signage for projects paid with those funds.

Jennifer Schenick, director of economic development, described how a consistent brand can support marketing, tourism and business attraction by increasing awareness, improving follow-up with potential leads and connecting digital campaigns to on-the-ground events. She described a marketing funnel: awareness (social/digital), interest (event pages and Visit Escondido materials) and intent (customer-relationship management and follow-up), and said the Visit Escondido Instagram campaign and a contracted social media firm had increased event visibility.

Separately, council members asked for more clarity about the recently approved Sister Cities budget line (a $25,000 allocation), its purpose and how the program will be governed. Councilmember Garza (identified as the initiative's sponsor) said initial costs have been limited to MOUs and travel to sign agreements; other council members proposed creating a subcommittee to develop clearer processes, budget parameters and performance goals. The city manager supported the idea of a Sister Cities subcommittee and suggested the topic be reviewed alongside other council priorities.

Why it matters

Councilmembers said a clearer brand and a structured approach to Sister Cities activities would help economic development and community-building efforts; several members asked staff to ensure Spanish translations are culturally and linguistically reviewed before use.

What comes next

Staff will proceed with brand implementation and present further recommendations about Sister Cities governance, including whether to form a standing or ad hoc subcommittee and a clearer budget and work plan for visits and events.