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Community Branding Update <br />August 15, 2017 <br />Page 2 <br />touch point for all Santa Ana branding activity moving forward. As proposed for City <br />Council approval, the platform statement reads: <br />"For those seeking the energy of an urban and artistic setting, <br />Santa Ana, Orange County's downtown and county seat, <br />welcomes the celebration and understanding for all <br />and elevates cultures and everyday narratives into a colorful, vivid sensory experience." <br />The creative phase of the project will follow the approval of the platform statement and will <br />include the establishment of a Creative Committee. In this phase, all insights and strategy are <br />transformed into tangible creative products, such as logos, color palette, graphic standards, <br />straplines and brand messaging. The Creative Committee, consisting of approximately three <br />individuals will work collaboratively to flesh out creative direction, explore the role of different <br />creative elements, and identify creative preferences. Staff recommends including one <br />representative from the Santa Ana Chamber Economic Development Committee, one <br />representative from the Arts and Culture Commission, and one City Council member to serve on <br />the Creative Committee. <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. In addition, the City will promote the <br />consistent use of our City logo). <br />FISCAL IMPACT <br />There is no fiscal impact associated with this item. <br />Robert C. CP <br />Deputy City Manager <br />City Manager's Office <br />65B-2 <br />