The city wanted to “honor that history,” and at the same time modernize the logo and tagline that will be communicated on web sites, social media, letterheads, uniforms and businesses, Dexter said. She estimated it will take three to five years to implement all the changes throughout the city.
Dexter said the city is nearing the completion of a comprehensive branding initiative that began months ago. The goal is for the signs to unify the city’s message and look, she said.
The city contracted the consulting firm BLDG to develop a comprehensive brand identity for the city and a plan that markets it short term and long term, she said. Part of the material BLDG gathered included a survey of residents it conducted, and received three times the number of respondents it normally sees from a city the size of Fairfield, Dexter said.
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Mayor Steve Miller has said unity and common themes are “very important” to be able to market itself to potential businesses and new residents. He said the city has a lot of positives, including amenities like its parks system, but branding will elevate the city even more.
“That identity is important,” he said. “You have to have that common theme, but each department should be unique.”