By Jack Mayne The new proposed Burien logo was sent back to the drawing board as too complicated, not very inspiring, Â and even boring at a study session Monday night, Oct. 24. Many Councilmembers even think the old logo should stay, perhaps with some refinements. A resident said abut the â€œone lone bird looks really lonely; the current logo has two,â€ and another said maybe too many fingers got involved in the job of coming up with a logo and some other designers should critique it. â€œThere is a lot of just poor design in it,â€ she said. Trite trees, water, Rainier Maureen Hoffmann, a Burien resident and graphic designer for more than 40 years, said the proposed logo by consultant JayRay of Tacoma is not viable for many reasons. â€œA logo should not be illustrative, it is a symbol,â€ and using buildings or â€œenvironmental aspects is the wrong way to go with a logo.â€ â€œI think that showing Mt. Rainier and evergreen trees and water is very trite and could apply to many cities around the Puget Sound region on the waterfront,â€ she said. â€œWeâ€™ve seen that many times. It is not making a statement â€“ itâ€™s very safe.â€ The proposed logo as presented â€œis not a viable logo for a number of reasons. The concept is weak and we are missing this great opportunity to create something that is memorable and strong for Burien.â€ Plus, reasons why the proposed logo was executed â€œhas huge problems that would be very costly because of its complexity and we donâ€™t have the money to do that. â€¦â€ â€œIt is not too late to make a good decision and please donâ€™t adopt the logo as it is presented right now,â€ Hoffmann said. Councilmembers who seemed more interested in the logo when it was first showed them a month ago they were Monday night. Keep the old logo Deputy Mayor Bob Edgar felt the proposal was too complicated to be used anywhere but on a white piece of paper. He said there was nothing wrong with cityâ€™s current logo but that the city has done little to use the logo to market Burien and also said he found various different versions in a search of the Internet. â€œI would be in favor of keeping our current logo, stopping any further spending of taxpayer money to fix something that was never broken and direct staff to feature our current logo in a proactive plan to market the City of Burien,â€ Edgar said. â€œIâ€™m not happy with it and I donâ€™t want it,â€ said Councilmember Debi Wagner. â€œB is B for Burien, whatever, not very imaginative. We need something very inspiring and interesting and I donâ€™t think we are even close. â€œI am in favor of keeping our current logo,â€ she said, and added that she didnâ€™t want a new logo when we have a â€œbeautiful one already.â€ â€œIt would be hard to recreate,â€ said Councilmember Austin Bell. â€œI am not happy with it at all,â€ said Councilmember Nancy Tosta. â€œIâ€™d like to see us go back to the drawing board â€“ I donâ€™t like this at all.â€ She noted that 80 percent of the people who examined and commented on The B-Town Blog did not like it â€“ â€œI donâ€™t like it at all.â€ Tosta, and others, have noted it will cost more than the $95,000-plus so far to reprint all of the business cards, stationary and signs that would need to be changed with the updated logo. Rebranding more than logo The current logo â€œactually works,â€ said Mayor Krakowiak. â€œIf there is a simple way to jazz it up, bring it forward to the 21st century, fabulous.â€ Interim City Manager Tony Piasecki, with Monday being his first day on the job, said he would look at the issue with a fresh set of eyes and talk with city staff, members of the public and others in an attempt to either come up with a refocused design or even a new design. â€œThis is a rebranding exercise, it is much more than just a logo,â€ said Piasecki. Insist on FAA warnings The Burien Council added language to seek both federal and state support to watch and support legislation to â€œinsist that the FAA communicate with surrounding communities when flight paths deviate or when other changes are made that affect aircraft noise or emissions.â€ The latest uproar over increased plane noise over west Burien was touched off when the FAA, without prior warning, changed takeoff paths in July. Public Works Director Maiya Andrews, who oversaw the revisions in the cityâ€™s lobbying agenda, said wording was added that Burien would â€œwork with the FAA, the Port, and the Congressional delegation to reduce aircraft noise at SeaTac Airport,â€ and added that Burien will â€œwork with the FAA to improve communicationsâ€ regarding FAA actions that affect surrounding communities. Andrews also said revisions in the cityâ€™s legislative lobbying efforts previously made by the Council included providing $2.4 million in 2017-2018 biennial budget would enable the Criminal Justice Training Commission to add eight law enforcement academy classes to prevent an increase in wait times, thus allowing graduates to finish more quickly. And the Council approved a separation agreement was moved for agreement by Councilmember Nancy Tosta for fired former City Manager Kamuron Gurol and was unanimously (5-0) approved. No details were discussed at the meeting. Councilmembers Steve Armstrong and Lauren Berkowitz were excused absentees. The Blog has asked for a copy of the agreement under the stateâ€™s Freedom of Information statute.]]>
Senior Reporter Jack Mayne passed away in December, 2021. In his honor we have created the Jack Mayne Journalism Scholarship. More by Jack Mayne
Applauses for those council members who are considering keeping our original logo of many years. Now find a local source to do the tweaking Maureen mentioned on another thread, and do this ‘as needed.’ At least open these services up for a bid. Sew up loose ends with JayRay and be finished with them. Sorry, but they have not shown much savvy in our rebranding efforts. Let’s move on with as little expense as possible at this time. Keep our money ‘in house’!
One word to our new city manager, if you have any choice, keep the city council involved in completing this project. As history has shown, they just love a fall guy.
I have been saying from the beginning that rebranding Burien is not about a new logo. Keep the current logo, maynenupdate it a little, and spend the 150k on cleaning up the riff raff and run down business buildings in this city, starting with the intersection of 136th and Ambaum. Then clean up the riff raff around the Safeway on 148. That is one of the “first impression” areas of Burien.
Thank you for being good stewards of public finds!
Funds, that is
Has anyone considered having Maureen Hoffman work on the logo, or some local artist? The newly proposed one, could be used for Any Town, Puget Sound.
So I was googling branding and here’s a great sample of another well-known “B” entity: Boise State University, using a B for the signature mark, or icon.
Branding does involve much more than just good logo design, like the new magazine that went out. Not sure if rebranding is the right term, that would be if we changed the name back to Sunnydale or Von Boorien to something 🙂 “Truly, this is a sunny dale!” (From the Wikipedia site about Burien or the historical society webpage. Sources not verified, it’s just what I read at one point on other websites.)
Speaking from considerable experience, a branding project has far more involved than just a logo. There are guidelines for graphic uses, tone & voice documentation, various graphic elements for other mediums, website design revisit, etc. Given that, I’ll echo the many other comments that this logo is not a logo, but an illustration. I would expect a professional company of this nature would know the difference. Let me know if I can be of service. (And this is coming from a proud Burien resident).
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