SR-9-C (14)
9C
CM:KKV:f.\cmanager\share\newslgns Califarnla -
Santa Monlca,
Clty Councll Mtg.: Dec. 12, 1995 DEe 1 2 1995
To: Mayor and City Cauncll
From: City Staff
Subject. Recommendation to Approve the Clty'S New Street Name
Slgns and the Cltywlde Graphic Identlty Program
Introductlon
This report recommends the City Councll approve the Clty'S street
name slgns and the Citywide graphic ldentity program.
Discussion
The development of a cltYWlde graphlc identlty program was directed
by Council ln June 1994, when the Council reJected an award of
contract for street name slgna and expressed their deSlre to
enhance the appearance of the Clty'S street name signs and the
Clty'S overall graphlc image. Sussman/PreJza was hired through a
competitive process to develop a conceptual graphic identlty for
the Clty because of thelr extenslve experlence in urban graphlc
deslgn At the Fiscal Year 95/96 budget study session, the Councll
was presented with the proposed cltywide graphlc identity program
for the Clty of Santa Monlca. The focal pOlnt of this graphlc
ldentlty 1S a proposed logo using :.he Clty'S natural
characterlstlcs: the curve of the bay, the setting sun and the
mountalns.
9C
DEe 1 2 1995 .
The proposed logo will not replace the Clty seal It is designed
to work ln harmony wlth the seal and enhance the City's ldentlty
with an lmage compatible wlth contemporary communication
technology. The proposed logo, lf approved by the Councll, will be
used broadly on print material ( such as brochures, pamphlets,
letterhead, business cards, etc. ) , and with traffic signage, park
signage, and vehicle and facility graphics.
Review of the proposed logo by the public was conducted through
three outreach approaches. First, field surveys were undertaken.
The new street name slgns and logo were lnstalled at the
intersectlon of 2nd Street and Arizona Avenue. Staff conducted
field surveys during Farmer Market days on Saturday, September 16th
and Wednesday, September 20th, 1995. A total of 186 surveys were
taken. There was overwhelming agreement, about 90%, on the appeal
of the new signage and lts color palette. There was significant
agreement, 75%, that the symbol communicates the City's natural
characterlstlCS. Second, a dlsplay and survey cards were also
placed at the Maln Llbrary durlng the month of Septerrber. A total
of 53 survey cards were returned. For all questlons, the ma]Orlty
of respondents agreed or somewhat agreed that the graphic identity
was appeallng (62%) and that the symbol represented the City's
natural characterlstlcs (65%) . The area of highest agreement was
that the logo assists the public in identlfYlng Santa Monlca as a
distlnctlve place (69%) i and that lt creates a needed ldentlty for
city programs (70%) . Third, staff conducted a focus group wlth
communlty representatlves to further address lssues Councll ralsed
at the study session and to refine lmplementatlon plans. The group
was enthuslastlc about the logo and recommended full lmplementation
of the graphic identity program. They characterized the program as
a posltlve representation for the City.
Phase 1 Implementatlon
The initial appllcatlon of the City's proposed graphlc ldentity is
in the area of trafflc slgnage, specifically street name signs.
Currently, there are approximately 3,500 street name signs located
at the City's estlmated 850 lntersections. There are approxlmately
160 slgnallzed lntersectlons whlch have the larger lntersectlon
Slgns mounted on traffic slgnal poles. It lS estlmated that almost
two-thirds of the Clty'S street name slgns need to be replaced. As
part of the graphlc ldentlty program, the consultant has deslgned
a street name slgn which lncludes a new color, font and appearance.
The new signs will be manufactured with the highest quallty
materials for greater visiblllty and reflectlvlty, enhanclng
motorlsts' ability to locate street name signs. The proposed slgns
provlde these enhancements for less than five percent above
eXlsting costs The proposed logo wlll be incorporated lnto the
street name slgn program by lnstalllng the logo at approxlmately
100 key/maJor lntersectlons, 12% of the total number of
lntersections, throughout the Clty. The costs for the replacement
program are already budgeted ln eXlstlng CIP accounts
Followlng completion of the street name slgn replacement program,
staff wlll proceed wlth the design and implementation of park,
- -- ------
dlrectional and gateway/entry signage.
As various components of the program are ready to be lmplemented,
staff w~ll return to Council for approval on award of contracts.
Budqet!F~nanc~al Impact
Funds for the street name s~gn replacement program are budgeted 1n
CIP accounts 01-770-415-20094-8905-99517 and 01-770-415-20095-8905-
99517.
Recommendation
It is recommended that the City Councll approve the C1.tywide
Graphlc Identlty program and dlrect staff to proceed wlth
implementatlon.
Prepared by Kate Vernez, Senlar Management Analyst
Ron Fuchl wakl , City Parklng and Traffic Engineer
Suzanne Frick, Dlrector, Planning and Community
Development
Susan McCarthy, Director, Community and Cultural
SerVlces
Barbara Stlnchfield, Asslstant Dlrectar, Communlty
and Cultural SerVlces