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Board narrows downtown branding to 'Find it' concept; members split over Horizon and Mosaic logos
Summary
Consultants presented a 'Find it in downtown Clearwater' positioning and two logo families — 'Horizon' (clean/modern) and 'Mosaic' (literal/colorful). Board members praised the tagline and voiced split preferences on which mark best communicates music and waterfront identity.
Consultants from RB Oenheim Associates presented two branding directions for downtown Clearwater on May 18, asking the board to endorse messaging and a logo concept that can be used across events, signage and social media.
Michael Wyn, president and CEO of RB Oenheim Associates, described the campaign anchor — "Find it in downtown Clearwater" — as a discovery‑oriented position intended to shift perceptions that downtown lacks activity. Wyn showed two logo families: Horizon, a simpler, elegant mark that evokes waterfront horizons; and Mosaic, a more literal and expressive mark that incorporates music and waterfront motifs.
Board members reacted favorably to the "Find it" narrative. Council member Sharon (as recorded) called the tagline "young, catchy, and versatile" and said it invites residents to explore downtown. Opinions diverged on the mark. Some favored Horizon for its clean, uncluttered presence on posters and collateral; others preferred Mosaic because its colorful, descriptive elements more explicitly signal the district’s music, food and waterfront offerings. "Which one gets us closer to a destination?" one member asked; supporters of Mosaic argued the visual language more clearly communicates the mix of music, dining and shopping that defines downtown.
Consultants said the next steps include workshops with stakeholders (chamber, merchants, Visit St. Pete‑Clearwater, cultural partners) to align channels and prepare a brand guide, color palettes, typography and asset packages. The team requested board direction in the next two weeks and a final selection by June 1 if possible.
Why it matters: A unified brand is intended to reduce fragmentation among downtown stakeholders and to support coordinated marketing, sponsorship activation, and a year‑round calendar of events.
What’s next: Staff will collect board feedback and convene implementation workshops with merchants, the chamber and tourism partners to finalize the brand guide and rollout plan.
