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New Citywide Branding <br />November 20, 2018 <br />Page 2 <br />Council, one representative from the Santa Ana Arts and Culture Commission, and one City <br />Council member worked collaboratively over several months to flesh out creative direction, explore <br />the role of different creative elements, and identify creative preferences. From those discussions, <br />the Creative Committee is recommending a new community brand, logo and tagline. <br />North Star will finalize the Implementation Plan for how the new brand will be rolled out and used <br />by the City. In order to implement the new brand, future funding will be necessary for marketing <br />and promotional materials. <br />STRATEGIC PLAN ALIGNMENT <br />Approval .of this item supports the City's efforts to meet Goal #3 - Economic Development, <br />Objective #1 (Implement a comprehensive Economic Development strategy), Strategy E (Partner <br />with local Chambers of Commerce, citywide business associations and the community to develop <br />a new branding and marketing strategy for the City). <br />FISCAL IMPACT <br />There is no fiscal impact associated with this action <br />Steven A. Mendoza <br />Executive Director <br />Community Development Agency <br />65A-2 <br />