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Belmont approves center design for new wayfinding signs, to use historic logo in downtown
Summary
Council voted to replace faded wayfinding signs and use the center design — featuring a historic Belmont logo ghosted behind the current branding — for townwide signs; signs in the historic district will read 'Historic downtown.' Funds for materials are in the current budget.
Belmont — The City Council approved a new design for town wayfinding signs on Wednesday, directing staff to use a center option that incorporates the historic Belmont logo as a faint background element and the newer branding in the foreground.
City Clerk Jamie Campbell said 33 wayfinding signs installed in 2016–17 have deteriorated, been damaged by collisions or contain outdated information (for example, the middle school relocation). She explained staff will refurbish metal sign bodies where possible and replace the vinyl overlay sections that display text and graphics.
"We went through a rebranding in 2020 ... there were a lot of questions asked ... 22 out of the 33 had to be replaced," Campbell said. Councilmembers agreed the center design strikes the right balance of continuity and updated branding. The council approved the motion by voice vote and directed that signs in the historic district instead carry the wording 'Historic downtown.'
Funding for replacement materials is available in the current year's budget, Campbell said; staff will pursue durable materials to reduce the frequency of future replacements.
What happens next: Staff will contract or refurbish signs, prioritize high‑visibility locations and schedule installations as crews and budgets allow.
