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Council reviews 'Friendly City' brand refresh and phased wayfinding plan
Summary
Staff presented a proposal to refresh the city's visual identity around a historic "Friendly City" theme and a steering-committee wayfinding plan recommending gateway, corridor and downtown signage; staff proposed an initial funding transfer from TIFF surplus for early installation and a coordinated phased rollout.
City staff presented a two-part communications plan that pairs a modest brand refresh around a "Friendly City" concept with a phased wayfinding-signage program aimed at improving navigation and promoting downtown businesses.
The communications lead said the refresh is rooted in community input and historic visuals; an ongoing survey of roughly 100 respondents showed strong association with downtown, the Union River and a sense of place. "Returning to the 1940s friendly city identity connects our past to our future," the presenter said while noting mixed survey reactions and an intention to keep the result authentic.
Separately, a 15-member wayfinding steering committee recommended priority sign clusters: gateway signs at major approaches, corridor signs into the urban core, informational signs for municipal parking and public restrooms, and downtown pedestrian kiosks. Staff proposed an initial funding request to transfer $50,000 from TIFF surplus to begin procurement and installation of key signs in phase one.
Councilors and staff discussed placement, uniformity, and whether signage should direct visitors to parking and downtown businesses rather than simply mark boundaries. Staff said design and production will follow the brand guidance so signage and other city assets present a consistent look.
No formal action was taken; staff will finalize sign designs, pursue procurement, and return with a detailed implementation plan and phased funding requests.
