9.1 SR 05-16-2022Request for Action
To
Item Number
Mayor and City Council
9.1
Agenda Section
Meeting Date
Prepared by
Worksession
May 16, 2022
Tina Allard, City Clerk
Item Description
Reviewed by
Branding Goal
Cal Portner, City Administrator
Reviewed by
Action Requested
Provide feedback or direction of Council's intent for the timing and scale of branding work.
Background
On May 2 Council approved their goals. Under mid-term goals (2027) there is a short or mid-term goal for
updating city branding colors more toward red and black to match the Elk River High School colors.
Our website is overdue for a redesign. Typically, websites are redesigned every four years and it's part of our
current contract. Also, as part of 169 Redefine, the highway has design elements of our current logo that will be
implemented into the bridges and railings of the project.
■ Does Council want to wait until 2027 to consider this goal? The website would be due for another
redesign at that time.
Does Council have concerns with the design elements in the 169 project? Timing is of the essence if
changes are to occur so they can be implemented into MnDOT's plans for 2023.
If Council wants to move forward this year, what would this project look like in terms of scale? For
example, full rebrand, or something smaller, like implementing certain colors into our current palette and
using red and black/gray more as an accent.
Branding is more than a logo or a tagline. It involves many elements that can factor into the perceptions of people
we interact with daily, including resident's, current/future business owners, and visitors. Brand identity is who we
are, and brand image is what others think of us. The city has brand strategy plans for the elk and powered by
nature brands and has additional brand standards and style guides for the FT Center, Energy City, and the liquor
stores.
Some items to consider may be the city's identity and reputation versus the school district as these can change, any
stakeholder concerns, other high schools in the community.
Financial Impact
No funds are currently budgeted for branding. Costs vary based on the scale of the project. Initial quotes for full
rebranding are about $80,000 to $115,000. This only covers consultant costs and typically the type of work
completed is research and analysis, design concepts, logo, fonts, color palette, style guide, branding (tone, look and
feel), along with an implementation plan. Implementation costs to change branded materials are separate.
The Elk River Vision
A welcoming community with revolutionary and spirited resourcefulness, exceptional
service, and community engagement that encourages and inspires pi ospei ly.
A ARE
Updated.• August 2020
Mission/Policy/Goal
Council's recently adopted goals list.
Attachments
■ Council Goals
■ Sample of Some Branded City Materials
■ Current Branding Color Palette
■ Powered by Nature Brand
■ Elk Logo Brand Promise
■ Elk River High School Web Page
N:APublic Bodies\Agenda Packets\05-16-2022\Fugal\x9.1 sr Branding.docx
City Council Goals
April 2022 (Final)
1-Uver
Short-term (2022-23)
■ Commercial Development
o HRA Main/Gates Project
o Market EDA Fox Haven TH10 Property
■ Budget and sinking fund for building repair.
o Transition PW Facility bond to general levy
o Move GRE Fund Balance to Building Fund
■ Zoning & Acquisition of "challenged" properties policy discussion.
■ Complete Lion John Weicht Park (playground, disc golf, trail, lighting)
■ Complete athletic field needs analysis
■ Youth Athletic Complex and Oak Knoll Master Plans
■ Improve Broadband Connectivity
Mid-term (2027)
■ Budget Plan — Post Waste Management
■ Acquire business park land.
o Assist developers with private acquisition as needed.
■ Commercial development
o HRA Main/Gates Project
o Ebert Joplin/Business Ave Project
o Market EDA TH10 Property
■ (Short or mid) understand obligations for landfill once it is capped.
■ Bubble over football practice field
■ Oak Knoll/Hale's Field improvement - collaboration with ISD #728
■ Parks and Rec app — directions, ads, amenities, park features
■ (Short or mid) Update our branding/colors more toward red and black to match ERHS
■ Improve Broadband Connectivity
■ Communitywide Strategic Planning
Long-term (2032)
■ Urban Service Area expansion
■ C/I development
■ Analysis of what to do with garbage once closes in 2030.
■ Development of Specht property in eastern Elk River
■ Trail connections
■ Pedestrian Trail Connection downtown over the railroad and TH10.
13065 Orono Parkway
Elk River, MN 55330 Phone:
763.635.1000
P 0 W E R E 0 0 T
NA'01"URE
www.ElkRiverMN.gov
■ More retail development in western Elk River
■ What does redevelopment look like if Hwy 10 becomes a freeway?
■ Riverwalk from Orono Park to City of Ramsey
■ Feasibility of moving train station to downtown
■ Outdoor swimming pool
■ Transportation development funding
Sample of Branded City Material for Reference
This list is not all inclusive and hasn't been reviewed by any departments to determine what may be
missing but is more to give the Council an idea of what could potentially be affected dependent on
the scale of this project.
■ Letterhead/note cards/checks/purchase orders/invoices/business cards/Templates (forms,
memos, staff reports)
■ Applications/licenses/permits/software programming
■ Other department logo's, parks and recreation, police, fire, FTCenter
■ Water towers (ERMU v. City?)
■ Vehicles
■ City hall floor inlay
■ Website
■ Social media
■ Signage: wayfinding, parks, gateway, boundaries
■ Promotional materials: various events, such as mugs, totes
■ Marketing materials: EDA, HRA, ECC, recreation
■ City Flag
■ Uniforms
■ Banners
Administration
pins 288
Fire Department
pms 485
City of
Elk
River
Elk
pins 4625
Elk River High School
CMYK: 17. 99. 98. 7.
Typography
pins black
Community/Place Brand: Powered by Nature
Place brand reflects what a place is currently and what it can or wants to be in the future. It can be
used by a community to compete with other markets, co -branding, or for tourism to attract visitors.
For example, I V New York.
It is meant to evoke a certain emotional feel and can be utilized by anyone in the community. It is
used to tell a story and build a united, shared vision and identity. The Powered by Nature brand was
created via the Economic Development Authority approximately 2011.
Powered by Nature is meant to have multiple meanings/themes. Examples include:
■ The nature of our people (outdoorsy, disposition, active, energized)
■ Power/energy connections (Energy City, LEED certifications, Elk River Municipal Utilities,
Great River Energy, Cargill, downtown)
The connection to rivers and its current and energy along with our history such as
waterpower with the old dam.
Energy -minded/ sustainability
Powered by Nature Brand Promise: For people who want to breathe the outdoors, yet want access
to big city amenities, Elk River is an emerging small city where the Elk and Mississippi Rivers flow
together on the fringe of the Twin Cities and where the heart is powered by its nature so you are
energized and inspired to make a difference.
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Brand Platform
Duckor & Associates, Inc. and Tammy Miller Design
District Home Our Schools Translate Language - Websit.Admin Search
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ELK RIVER
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Welcome to Elk
River High School
OURSCHOOL STAFF ACADEMICS FAMILIES ACTIVITIES I ATHLETICS COUNSELING CALENDAR
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