Overland Park staff recommend City Council adopt new brand identity, committee advances resolution to council

City staff recommended adoption of a new City of Overland Park brand identity system and asked the committee to recommend Resolution 5039 to the City Council, moving the proposal to the full council for final action.

The presentation, led by Mike Ralphs, Strategic Communications Director for the City of Overland Park, summarized an in-house branding process that began in June 2024 and incorporated input from a resident branding team, more than 300 online survey respondents, five in-person tabling events (about 70 participants), interviews with stakeholders from more than 40 organizations, and additional research such as ESRI tapestry segmentation. Ralphs said the project goal was to develop “a comprehensive, modernized brand that meets the community’s needs today and into the future.”

The proposed brand architecture centers on the essence “Shape Your City” and four values—connection, revitalization, welcoming and local pride—along with visual elements the staff said were tied to research findings: a long-map motif showing Overland Park’s distinctive shape, a flag motif intended to evoke community pride, and a stylized tree inspired by the city’s 1990 designation of the red oak as the official tree.

Aubrey Burgess, the city’s graphic designer, and other communications staff walked the committee through proposed logos, typefaces (including a display face described as having strong verticals), a broader color palette than the 2009 brand, badges, patterns and mockups showing applications such as department lockups, vehicle wraps, signage and merchandise. Staff said the visual system is intended to be flexible—digital assets could be deployed quickly while fixed assets (vehicles, building signage) would be updated on regular replacement or maintenance cycles.

Committee members and members of the citizen branding committee who participated in the process praised the in-house approach and the outreach. Ashley Mould, a resident member of the branding committee, said the committee “wrestled with tough questions” and that she was “thrilled with this process and thrilled with the outcome.”

Councilmember Duncan voiced a specific objection to one of the typefaces in the package, saying he was "not gonna be able to support this brand package because of that part of it," and later cast a recorded opposing vote during the committee’s recommendation.

A motion to recommend City Council adoption of Resolution 5039—establishing the City of Overland Park brand identity system—was moved and seconded. The committee chair called for the vote; members present verbally said “aye,” and at least one member said “nay.” The committee’s recommendation will be considered by the City Council later the same evening.

Staff told the committee that, if the council adopts the resolution, staff would pursue additional implementation steps including a community process for an official city flag, internal guidance for use of the city seal (reserved for official documents), and a brand shop to make merchandise available to residents. Staff said the city will phase physical replacements (vehicles, building signage) over existing maintenance cycles and prioritize digital assets for faster rollout.

The committee discussion also covered outreach findings noted in staff research: a perception among some residents that Overland Park is a safe, family-friendly place but lacks a distinct emotional connection, which the new brand aims to address by providing imagery and flexibility to highlight neighborhoods and community identity.

The committee advanced the recommendation to the City Council; the council will consider Resolution 5039 at its full meeting for final adoption.