HISTORY:
In 2015, the city entered into an agreement with Beanstalk, an internationally top ranked global licensing agency, to create a strategic licensing and merchandising program to enhance the consumer perceptions of Miami Beach as a lifestyle brand and continue to grow tourism to our destination. In addition, this program will generate external partner revenue streams with a positive return on investment. To create a successful licensing and merchandising program, and continue to promote the City as a global tourist destination, Beanstalk and the Marketing and Communications staff began working on the creation of a new logo.
After several months reviewing various logos, the Communications team narrowed the search down to three options that were presented at the December 14th Commission meeting. Per Commission direction, the Communications team consulted with the Arts In Public Places committee and conducted an online survey asking the public for their feedback on the three finalists. Additionally, the team consulted with the Miami Beach Visitor and Convention Authority and the City’s trademark attorney.
After extensive discussions, it was determined that the needs for the merchandising and licensing logo differ from the needs of the City’s municipal logo. At the February 8th meeting, the Commissioners accepted the Communication team’s recommendation to proceed with two separate logos. Per Commission direction, we are presenting the municipal logo options to the Neighborhood/Community Affairs Committee for additional feedback. Attached, please find the original logo finalists along with additional municipal logo options presenting a fresh and modern take on the sun and sail logo.
The incorporation of the new municipal logo will be tiered to ensure the least expenses to the City. The immediate changes would include electronic letterheads, memorandums, and all other electronic files, social media, website, and all other digital items where it can be immediate replaced. The next steps would include all future printing of signage, business cards, flyers, postcards and other printed materials. Beyond that the change would be incorporated on vehicles and all other items where the logo would need to be replaced.