Atlantic Beach reconsiders branding

Public criticism of Atlantic Beach’s decision to spend $50,000 to “rebrand” the city has prompted the city commission to reconsider.
Commissioner Brittany Norris, a graphic artist who said branding has value and helps a community tell its story, pushed for the reconsideration July 22. She explained that she sensed some hesitancy with the process. She said after an earlier vote to proceed with the effort, some citizens were “flabbergasted the city wanted to spend $50,000 on this.”
The project is to improve wayfaring signage, and develop uniformity in presentations, logo and colors, as well as tout the community’s key assets.
Norris said the commission needs to step back and figure the best course of action. Other commissioners said they were disappointed no area firms responded to the city’s initial Request for Proposals.
Staff was told not to sign a contract with the firm that was selected earlier this month to do the work.
Mayor Ellen Glasser, who cast the sole vote earlier against the contract, said she had hoped for a local firm and was disappointed that presentations were geared toward tourism and not toward promoting parks, recreation and tree canopy – key elements of what makes the city unique. She said, however, she favors branding.
Commissioner Cindy Anderson cast the sole vote against reconsideration of the contract July 22. She said she told those citizens displeased by the branding expenditure that she had come to the issue late and did not have a strong opinion.
City Manager Joe Gerrity reminded the commission that they have identified branding for the city as a priority for the last two years.