Kissimmee commissioners ask staff to rework downtown brand after mixed reaction to proposed logos

Redevelopment staff on Thursday outlined a three‑phase branding project designed to give Historic Downtown Kissimmee a single identity to attract investment, visitors and consistent marketing. Benjamin Burnett, redevelopment planner, told commissioners the process included research and engagement, strategy development and a marketing/implementation plan tied to the City’s CRA master plan.

Burnett said the project included two public open houses, five focus groups and an online survey that ran from May 16 to July 15 and produced 77 responses; staff also mailed a physical notice to about 1,300 downtown addresses and noted a boosted social post with roughly 29,000 impressions. He read the draft “Grand Promise” for the district: “History is revered and the future is embraced in historic Downtown Kissimmee,” and listed three implementation goals: adopt a brand identity and cultivate engagement; attract private investment; and promote tourism and the visitor experience.

The presentation included multiple logo concepts that emphasize different themes — emblematic seals that reference historic features, wordmarks and more modern, colorful marks. Burnett said community feedback favored blues and greens and that many respondents wanted a historical callback in the visual mark. He also described examples of proposed usage, including wayfinding and small‑format merchandise.

Commissioners were split over the options. Commissioner Alvarez said the logos felt like “a back‑in‑the‑day image” and urged stronger forward‑looking language in the mark. Commissioner Martinez supported the elements that recall downtown landmarks but noted practical constraints for small items such as shirts or hats, saying a logo must remain legible when reduced. Commissioner Ortiz and others suggested updating the existing historic logo’s execution — for example, modernizing fonts and colors — rather than adopting a completely different image.

Several commissioners asked staff to try additional treatments that combine favored elements (the Monument of the States, lighthouse, lakefront and park) while avoiding an overemphasis on cattle/cowboy imagery that some said risks narrowing the perception of downtown. During discussion the mayor noted the word “historic” helps distinguish the downtown district from Old Town and from other parts of Kissimmee.

After discussion commissioners directed staff to return with revised options. The city manager and staff said in‑house graphic designers would be asked to develop additional concepts and that the consultant could be reengaged if needed. Benjamin Burnett emphasized flexibility: if commissioners preferred mixing elements from different concepts staff could create hybrid options. No formal vote was taken on a final logo at the workshop.

What happens next: staff will prepare additional logo options (including a refreshed execution of the current historic logo and more vibrant wordmark options) and return to the commission for further review and formal action.