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Lake Forest officials preview new city brand and logo after public input; implementation discussion set for July 15
Summary
City staff and consultants presented a research‑based brand for Lake Forest — "Naturally Exceptional" — showing a logo motif of wood grain, leaves and a Saddleback Mountain reference. Councilmembers praised the work; the council will review implementation details, signage and banner use at its July 15 meeting.
City staff and consultants on July 1 presented a new citywide branding concept for Lake Forest built from months of public outreach and a community survey, showing a logo and creative direction the city will consider for future marketing and wayfinding.
Assistant to the City Manager Nydia Ruelas introduced the presentation by JPW Communications representatives Jenny Windle and Bailey Atkins. The consultants said the project began as a hotel marketing campaign in the city’s strategic plan and grew into a broader identity initiative to support economic development and make the city visually distinct from other Lake Forests.
Windle described the brand narrative — “Lake Forest has grown up” — and a two‑word tagline, “Naturally Exceptional.” Atkins showed the proposed logo: a customized typeface with joined letterforms that subtly reference the Saddleback Mountains and a visual mark that uses a cropped wood‑grain texture and unfurling leaves to suggest healthy, planned growth. The palette proposed is green, blue, gold and brown; the design includes a monogram retaining the mountain element for smaller uses and a “Lake Forest, California” lockup to distinguish the city from others with the same name.
Ruelas said the initiative relied on community input, including a biannual satisfaction survey that returned 712 responses, and noted the plan is not intended to replace the official city seal used on monuments and street signs. Suggested next steps include a phased rollout across social media and departments and a public education campaign; the council will have a forthcoming implementation discussion on July 15 covering street banners, signage and event applications.
Councilmembers including Doug Serbo and Mark Tetimer commended staff and consultants; Serbo said the new brand will help the city “set us in the next years and decades,” and Tetimer called the work “exceptional.” No formal council approval of the brand or a contract award was recorded at the July 1 meeting. Staff said implementation specifics and potential costs would be presented for council review at the July 15 meeting.
