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Consultant unveils new "SFS" brand concept for Santa Fe Springs; phased rollout planned
City Council of the City of Santa Fe Springs · December 3, 2025
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Summary
The council heard a branding presentation from Charlie Bell of 7 89 Inc., who showcased a proposed "SFS" monogram, explained the research and design rationale, and outlined phased brand guides and a December design milestone.
A consultant working with city staff presented a proposed city rebrand for Santa Fe Springs focused on an "SFS" monogram and a visual system intended to represent eight city priorities and three pillars (residents/community life, business/economic engine, city services).
Charlie Bell, president of 7 89 Inc., described…
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