City of Lancaster

LANCASTER — After more than a decade, it’s positively clear the City needs a new slogan.

Lancaster’s current brand, “It’s Positively Clear,” and its associated logo, a plus sign made with a spring green color and brilliant blue, will be replaced.

“Our current brand, as you well know, was created over a decade ago and no longer matches our City’s new vision for the future,” Assistant City Manager Ronda Perez said during a presentation at Tuesday’s City Council meeting.

The re-branding provides the City the opportunity to share a consistent message to tell the City’s story in such a manner that it can relate to the community at large, Perez said, adding that Lancaster in on the cusp of transformation.

For example, the City’s new guiding initiative Strategic Technology, Innovation and Resilience, or STIR.

“I am really excited about this,” Perez said. “I think that if we’re going to do this the time is now. The City is going to look very different in three or four years, and I think a brand will get us there.”

“This is really exciting,” Mayor R. Rex Parris said. “It’s not going to be just changing the logo; it’s going to be much more significant than that.”

Parris suggested the City could change street names with a theme for the City around those names that will change the culture of the City.

“It’s going to be a huge change, and the more community input we get, I think, the better,” Parris said.

The City Council unanimously approved a one-year, $150,000 agreement (including a 5% contingency) with Selbert Perkins Design, an international design firm based in Playa Del Rey, for brand development and implementation.

The firm’s projects include the Kaiser Permanente — Antelope Valley Medical Offices “butterfly” building on Avenue L.

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