MTPO moves to county‑wide name, approves hiring a professional for branding

The Metropolitan Transportation Planning Organization voted unanimously to move forward with a county‑wide name and to engage professional help to create a logo and full brand package. The board directed staff to secure a domain and proceed with naming and design steps that are ADA‑accessible and suitable for federal forms.

Allison Whitfield, the MTPO executive director, told the board that staff’s preferred brand was “Connect Alachua” with either a Transportation Planning Organization or similar descriptor. "Connect Alachua, that is our favorite," Whitfield said while showing sample fonts and logo options and suggesting a potential student design competition at the University of Florida.

Several commissioners urged preserving Gainesville in the formal name to protect recognition and grant‑seeking. "We've gotta have Gainesville in it," Commissioner Cornell said, arguing the city’s name helps when seeking federal and state dollars. Commissioner Prizian and others suggested hiring a professional firm to produce a full brand package — colors, templates and a style guide — rather than only a logo.

Vice Chair Hayes Santos moved the motion to adopt a working name and hire a professional for a brand package; Commissioner Wheeler seconded. The board approved the motion by voice vote; the chair announced it passed unanimously.

Board members also discussed whether the organization should use the label "MPO" (metropolitan planning organization) or "TPO" (transportation planning organization) in materials and noted that federal paperwork commonly uses "MPO." Staff said they would adopt a practical approach for forms and public materials and return with further recommendations.

The board asked staff to ensure any design work is accessible (ADA compliant) and suitable for both digital and black‑and‑white reproduction, and to return with firm procurement options and cost estimates as part of upcoming budget work.