New City of Lubbock logo could be coming soon
The City of Lubbock could soon have a new logo and visual identity, pending approval of a rebrand presented to the city council Tuesday.
Lacey Nobles, communications and marketing manager for the city, presented what she called a "bold, strong brand" to the city council during a regular meeting Tuesday at Citizens Tower.
The proposed logo consists of the letters "LBK" in navy blue, written in a bold, curly, serif font, with the words "City of" written in smaller letters to the top left in red. A large, red Texas shape with a star over Lubbock is located toward the bottom right of the logo, intertwined with the K.
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"Our brand idea is what the organization should represent," Nobles said. "The City of Lubbock is a service-focused organization staffed by unique and talented individuals who care about the community of social, economic, educational and cultural groundbreakers they serve."
The new logo would replace the blue-and-green "windmill" logo adopted in 2008. The current logo was adapted from the Shire of Toodyay, Western Australia. The Australian small town's logo was one of Lubbock officials' favorites as they were looking for inspiration for a rebrand in 2008, and they asked the shire for permission to use their logo, according to previous reporting.
"I am not a fan of 'the fan,'" Mayor Tray Payne said of the current logo Tuesday. "Branding is important to our city — it's important to any organization — and I think this (proposal) is a sharp, clean look that puts us on the map, literally."
"I think this would really give (the city's identity) more of a pop, if you will, and a flair, and make it more noticeable to our citizens," Councilwoman Shelia Patterson Harris added.
When asked what inspired Nobles to move away from the current logo, she said, "It's not actually ours."
Nobles said the proposed logo and brand were completely developed in-house by graphic designers Alicia Rodriguez and Anna Brooks and would be wholly owned by the City of Lubbock. In fact, the city has already registered the proposed logo as a service mark.
"It's been a quiet rumbling, and we decided it's an exciting time in Lubbock with the growth, and this is a nice way to move forward," Nobles said, adding she has been thinking about replacing the logo since she started with the city in 2018.
City Manager Jarrett Atkinson noted the rebrand would be of minimal cost to the city, since it was developed by city staff and will be rolled out in phases.
"The total cost today is just what we had spent with the outside counsel to do the trademark registration," Atkinson said. "We're looking right now at approximately $4,000 that has been spent, and that's it."
Atkinson said new city assets, like vehicles and water towers, will use the new logo, while existing ones will retain the current logo until they need to be replaced or re-inscribed.
The city council did not vote on the new logo Tuesday; the council is expected to take the item up on Sept. 12. The council's approval would kickstart a rebrand process expected to take until the end of 2024.
This article originally appeared on Lubbock Avalanche-Journal: New City of Lubbock logo could be coming soon
