Miami-Dade Legislative Item
File Number: 132192
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File Number: 132192 File Type: Resolution Status: Adopted
Version: 0 Reference: R-250-14 Control: Board of County Commissioners
File Name: UPDATE COUNTY LOGO AND COUNTY SLOGAN Introduced: 10/30/2013
Requester: NONE Cost: Final Action: 3/4/2014
Agenda Date: 3/4/2014 Agenda Item Number: 11A21
Sponsors: Juan C. Zapata, Prime Sponsor
Sunset Provision: No Effective Date: Expiration Date:
Registered Lobbyist: None Listed

Legislative History

Acting Body Date Agenda Item Action Sent To Due Date Returned Pass/Fail

Board of County Commissioners 3/4/2014 11A21 Adopted P

Office of the Chairperson 3/3/2014 Withdrawals

Board of County Commissioners 1/22/2014 11A9 Deferred P
REPORT: Assistant County Attorney Abigail Price-Williams read the foregoing proposed resolution into the record. Commissioner Zapata explained the intent of this item to explore ideas for updating the County’s logo and advised that the advertising firm would provide its services at no cost to the County. He stated this would also be an opportunity to get the community involved. Discussion ensued among Board members regarding the initiative to explore updating the County’s logo at a substantial cost eight years ago and the possibility of establishing policy to review the logo at specific intervals of not less than ten years. In response to Chairwoman Sosa’s recommendation to hold competitions among students in the schools, rather than private advertising firms, to develop ideas for the County’s logo, Commissioner Zapata noted that was what he was proposing. Responding to Commissioner Diaz’ concern regarding the 120-day timeframe for the Administration to present ideas for the County logo for the Board’s approval, Commissioner Zapata noted his intent was to initiate a process and the timeline was flexible. Commissioner Jordan recalled the efforts to consolidate all the various County Department logos into one message approximately eight to ten years ago, which has not been accomplished. She recommended several companies be recruited for this initiative to eliminate the indication that a single firm would receive the marketing contract later. Commissioner Zapata requested deferral of this resolution. Hearing no further questions or comments, the Board proceeded to vote on the motion to defer.

Board of County Commissioners 12/3/2013 11A18 Deferred 1/22/2014 P
REPORT: The Board deferred consideration of the foregoing proposed resolution to the Board of County Commissioners' meeting scheduled for January 22, 2014.

Economic Development & Port Miami Committee 11/14/2013 2C Forwarded to BCC without a recommendation P
REPORT: Assistant County Attorney Monica Maldonado read the foregoing proposed resolution into the record. Commissioner Diaz noted that the logo had been updated approximately five years ago and lots of money had been spent to do so. He noted that if someone could do this in-kind to save money. He requested to move the foregoing proposed resolution without recommendation to the Board of County Commissioners (BCC). Chair Bell pointed out that the President of the Greater Miami Convention and Visitor’s Bureau (GMCVB) would update the logo at no cost to the County. Mr. Bill Talbert, President, GMCVB noted that the GMCVB had a local advertisement agency and could update the County logo at no cost. Commissioner Diaz expressed appreciation to Mr. Talbert for his ongoing support of the BCC. Commissioner Jordan noted that she would support forwarding the foregoing proposed resolution to the BCC without a recommendation. She pointed out that she would also like the information to include a cost analysis of changing the design of the County’s logo as well as changing all of the existing stationary and letter heads that are currently in use. Mr. Talbert reiterated that the GMCVB had its own advertisement agency and would update the County’s logo at no cost, he pointed out that the last time the County changed its name and updated its logo the letterheads were not all changed at once. Hearing no further comments or questions the Committee proceeded to vote.

County Attorney 10/30/2013 Referred Economic Development & Port Miami Committee

County Attorney 10/30/2013 Assigned Oren Rosenthal 10/30/2013

Legislative Text


WHEREAS, on April 13, 2004, the Board of County Commissioners accepted the County Manager's recommendation and adopted a "refreshed" County logo as the official County brand; and
WHEREAS, on May 11, 2004, the Board of County Commissioners adopted Resolution R643-04 directing the County Manager to use the “refreshed” County logo consistent with the County Branding Style Guide; and
WHEREAS, the 2004 branding efforts sought to consolidate more than 55 logos that were used by Departments throughout the County; and
WHEREAS, the 2004 branding efforts was also used to build local community confidence in County government; and
WHEREAS, it has been almost a decade since the County’s current logo was “refreshed”; and
WHEREAS, other important cities throughout the World are refreshing their logos and brands so that they translate well into the new technological mediums that are changing every day as modes of communication and advertising; and
WHEREAS, a  newly "refreshed" Miami-Dade County logo reflective of our vibrant international community and the current times will generate interest and international buzz and serve to promote Miami-Dade County as a destination; and
WHEREAS, the Board believes that there are adverting firms, public and private institutions and other civic minded individuals that will assist Miami-Dade County in designing a  "refreshed" logo at no cost to the taxpayers; and
WHEREAS, a new logo can be phased in as stationary, business forms and other County assets are replaced, as well as through all new advertisements and construction signs for new capital projects, resulting in minimal or no additional costs to the County; and
WHEREAS, the County’s current slogan of “Delivering Excellence Everyday” is a service motto to convey to our residents the County’s commitment to quality services; and
WHEREAS, developing a new marketing slogan aimed at the millions of domestic and international tourists and business visitors that travel to and through our community every day will help our County in selling the image and message that we are a desirable international destination for business; and
WHEREAS, Miami-Dade County has a large fleet of vehicles which are moving billboards including light vehicle fleet, commercial trucks, buses and rail cars, which Internal Services Department staff can decal with the newly “refreshed” logo as the vehicles are retired from service and replaced with new vehicles,
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF MIAMI-DADE COUNTY, FLORIDA, that this Board directs the County Mayor or County Mayor’s Designee to solicit designs for a newly “refreshed” County logo and a County slogan with the intent to market our County as a destination for business and tourism and to present such “refreshed” County logo and County Slogan to the Board for approval within 120 days of the effective date of this resolution. In creating and evaluating the solicitation, the County Mayor or the County Mayor’s designee shall consult with the Greater Miami Convention and Visitor’s Bureau, the Greater Miami Chamber of Commerce and solicit in-kind support from local advertising firms. The Board further directs that, upon approval of the new County logo and County slogan, the County Mayor or County Mayor’s designees begin phasing the new County logo and County slogan into the use throughout the County in a cost effective and efficient manner. 

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