City officials say it’s time to freshen up the Mansfield logo and create a slogan or two to help market the city both to outsiders and its own residents.The staff reported to the City Council on Monday that it has selected a Fort Worth firm and is now in contract negotiations.The city adopted its current logo three blue-and-gold humps representing an M with a star at one end just before City Hall moved to its current location at 1200 E. Broad St. in November 2002. It replaced an emblem of an outline of Texas with a star in Mansfield’s general location.The current logo has been effective, said city spokeswoman Belinda Willis.“It is becoming identified with our city, but we want to take it to the next level,” she said.That could include creating slightly tweaked versions of the logo for use by city departments, such as economic development, parks and recreation, tourism and communications and marketing, said Shelly Lanners, director of community services.The city currently doesn’t have a slogan but one could be created along with individualized taglines that those departments could use in their marketing and promotion efforts, “under the umbrella of the city logo,” Lanners said.In addition to recruiting new development, the branding also could also be used to highlight city services to current residents.Because the contract with BrandEra Marketing of Fort Worth will be less than $50,000, it doesn’t require a council vote, although the council will be involved along with other focus groups in working with the firm to outline the city’s best features and how to market them.Among the attributes that need trumpeting, officials said, is the city’s high ranking as one of Money magazine’s 100 Best Places to Live for three of the past five years.Lanners said the project would take at least four months to complete.The council also discussed potential changes in regulations on political signs. The city staff wanted council direction before scheduling public hearings on ordinance amendments before the Planning and Zoning Commission.The goal is to reduce the clutter of signs along streets and polling places during local election seasons.The proposed amendment includes limits on the size and placement of signs, but the council wasn’t convinced of the need for several provisions. Among those was a 500-foot separation between the signs of each candidate -- several council members said 100 feet was fairer -- and minimum setbacks from curbs and intersections, which the council also didn’t support.
Robert Cadwallader, 817-390-7641 Twitter: @Kaddmann