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Signs of change in logo search
by Jason Dietrich
Redondo
Beach is getting a makeover.
The city’s signs, which come in every shape and color, from modern enameled metal to rustic carved wood will get a new look, being replaced by signs with a uniform appearance.
"Basically we’ve come to realize that the city doesn’t have a strong graphic or visual identity. We have the city seal, but if you look around at the signs the city uses, we have dolphins, double dolphins, sail boats and other things," said Redondo Beach Senior Planner Anita Kroeger.
Four city employees have spent the last four months organizing a program to design a new logo for the city. The design will be used on marketing and promotional material as well as sign designs for the city. The committee expects to pick a consultant to do the design work in the coming month.
"We’re looking for a real strong visual symbol. We want a more fun, upbeat image that captures who are we today and a vision for the future," Kroeger said.
But trying to find one symbol that represents Redondo Beach is easier said than done.
"Everyone has a s different image of what that that symbol should be," said Assistant City Manager Sue Armstrong.
The current five-year capital improvement plan is budgeted at $200,000 over the next three years for the program. This year, $25,000 was set aside to develop a plan.
The city’s biggest sign, the archway near the corner of Herondo Avenue and Pacific Coast Highway that formerly spanned Catalina Avenue, is slated to be replaced as part of the Heart of the City project. Catalina Avenue will once again run under the arch, when it is joined with the intersection as part of a 5-way project. ER