Austin’s new logo draws criticism over design and timing

Amid a swarm of online criticism, city officials unveiled a new logo this week as part of a broader “strategic modernization” effort meant to help residents more easily identify city workers, facilities and services.

“We want our community members to be able to identify members of our team as City of Austin employees and trust the services we provide,” City Manager T.C. Broadnax said in a statement. “Whether they see the brand on a website, a utility bill, a street sign, or the side of a vehicle, they’ll know exactly who it’s from and what it stands for.”

The new logo will replace the city seal currently displayed on trucks, uniforms and other property. Designed in 1916 by a San Francisco illustrator for a flag design contest, the seal “is not a brand, and does not promote the City’s distinctive values and mission,” the city said in a news release.

“This brand program is a strategic modernization, not just a visual update,” the release said.

Much of the online criticism came from design-minded observers who criticized the logo as dated, simplistic, goofy – or too similar to the logo used by the city of Dallas, where Broadnax previously served as city manager.

But some of the loudest voices focused on the timing and optics of announcing a $1.1 million rebrand amid a historic budget crunch — and just two months before the city will ask voters to approve a major property tax hike.

While the rebranding effort dates back to 2018 when the City Council approved a five-year strategic plan to “establish a consistent and clear City of Austin brand,” the 11-member council didn’t approve funding for the project until last year, after the city already was running a budget deficit.

In May 2024, the council approved a $564,000 contract with the Austin arm of London-based design firm Pentagram for the project. The vote came a month after city budget staff had warned of a $3.5 million deficit in the current budget and a much larger shortfall projected for the following year. City staff later executed a $76,000 contract with TKO Advertising, which did not require council approval because it was under the $100,000 threshold.

The city told the American-Statesman it is spending an additional $477,558 on the rebranding effort and provided this breakdown:

• $115,000 for a “public awareness campaign”
• $75,582 for “consolidated citywide design software for all departments”
• An estimated $100,000 for “foundational materials” (apparel, business cards, posters, banners, flags, badge holders for all employees)
• $186,976 for salaries and benefits for “support staff and legal counsel.” This includes a temporary “brand project manager” and external legal review.

The $1.17 million project total doesn’t include the cost of placing the new logo on trucks, uniforms and other assets.

City spokeswoman Mimi Cardenas said the city is first focusing on digital assets, including the city website, social media accounts and newsletters, where the new logo will appear starting Oct. 1. A physical rebrand will occur over time “as physical assets like uniforms and vehicles reach their end of life,” Cardenas said.

“The City is taking a fiscally responsible approach to the transition process,” she said. “This change will occur over the course of several years to minimize impact to the City’s budget. A total cost has not yet been determined.”