EAGAN, Minn. – The City of Eagan has a new logo, and it cost the city $75,000.
According to the city, residents of Eagan expressed interest in a new city logo during a “community visioning process” in 2015.
“Some commented the old logo looked like a broccoli tree, although most said it was simply time for an updated brand identity,” the city website reads.
The city has spent two years working with Allan Peters of Peters Design Company, an Eagan-based branding and design agency, developing the new city logo. According to the city, the tedious process included community engagement and hand drawn sketches.
“To begin his process, Allan Peters first grounded himself in Eagan’s history, reviewed resident survey results and Eagan Forward (visioning process) data about what words and aspirations are important to our residents in describing Eagan,” the city website reads. “He then developed and refined concepts for review by the City Council and staff and separate community and staff focus groups.”
Peters, the Chief Creative Officer at Peters Design Company, previously worked for Target as an Associate Creative Director and has also partnered with other national brands like Nike, Amazon, and Patagonia.
After two years of designing, two final logo concepts were presented to a community focus group. The group chose the final logo which was presented to the city council and approved in August.
The city justifies the high price tag saying they paid below market value for a “unified identity system.”
“This is about half the cost it would have been on the open market,” the city website reads. “Further, Peters Design Company will now proceed to develop a family of brands for the Eagan Community Center, the Eagan Art House and other City operations so Eagan can have a unified identity system.”
The logo was officially rolled out this month, starting with the city’s social media pages. Changes to business cards and letterheads are expected this fall. Most city signs are also expected to be updated before winter.