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Pico Rivera council approves new city brand and restricts use of city seal
Summary
The Pico Rivera City Council voted 5-0 to approve an ordinance adopting a new city brand and logo and to protect the existing city seal under the municipal code; staff outlined a phased rollout and municipal penalties for unauthorized use.
The Pico Rivera City Council voted 5-0 to approve an ordinance adopting a new city brand and logo and to preserve protections for the existing city seal, following a presentation from city staff and discussion about enforcement and implementation.
Director Javier Hernandez told the council the new mark was developed over nearly three years with community engagement and an asset inventory and “the blue waves represent the two rivers of the city, the Rio Hondo and the San Gabriel,” and that the design pulls elements from the current seal to reflect the city’s history and future orientation.
City Attorney Glassman told the council that once the logos are approved and incorporated into the municipal code, “they receive the protections under our municipal code” and that unauthorized uses could be prosecuted under the city code; Glassman said such violations could be charged as misdemeanors and carry criminal penalties.
Councilmembers praised the design and the outreach process. Mayor Pro Tem Tim Camacho, who took part in the ad hoc committee that worked on the effort, said the rebrand “keeps it contemporary. It keeps it modern” while retaining historical elements.
The council discussion covered implementation sequencing and enforcement. Hernandez said the city will implement the new brand in phases, beginning with low-cost digital changes such as website and letterhead, then exploring signage systems, furniture and amenities, and possible district-specific applications. He said staff will provide a design guide to authorized users that explains approved applications and prohibited uses. Glassman noted the municipal code identifies the city manager and city clerk as custodians of the logos and limits authorized use.
The motion to approve the ordinance was moved and seconded on the council floor and passed on a 5-0 roll call.
Staff said the broader master-planning effort that informed the rebrand began in late 2022, accelerated in 2023 and 2024, and that further design and rollout work will continue into the next phases ahead of large regional events where the city will serve as a celebration hub.
