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Item Number: 7B Meeting Date: April 13, 2009 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority (EDA) Cc: Economic Development Commission (EDC) From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Adopt Brand Strategy and Select New City Logo Background In August 2008, the EDA authorized a contract with Risdall Marketing Group to work with City staff to complete the Mounds View Branding Project. The main purpose of the project is to refresh and accurately portray Mounds View’s image or brand to residents, businesses, prospective businesses and visitors. Below is a project outline with the EDA’s actions to date: 1. Develop a brand strategy and new logo/tagline for Mounds View (derived from resident and business surveys, interviews and research). a. Risdall prepared a Preliminary Brand Strategy that the EDA reviewed on February 23, 2009. Staff is recommending that the EDA formally adopt the attached final Brand Strategy at the April 13, 2009 EDA meeting. b. Risdall presented the City Council with seven logo options at the April 6, 2009 Work Session. The City Council narrowed the options to the attached three finalists based on a process of elimination. Note: the process used to create the seven logo options included the public’s input from the resident survey, City staff input and Risdall Marketing Group’s expertise. 2. Develop a public communications/marketing plan (based on the brand strategy). Risdall will create this plan after the EDA chooses a logo. Risdall will continue the process of creating a new City tagline as they develop the City marketing plan. Discussion The attached three logo finalists were tweaked by Risdall based on the City Council’s suggestions from the April 6, 2009 Work Session. The text underneath each logo