Visalia rebrands with new city logo

City of Visalia Administration building from across E. Oak Ave.(Kenny Goodman)

City of Visalia unveils new logo to be used throughout the city; logo receives pushback from residents on city’s social media

VISALIA – The City of Visalia unveiled a new logo recently in recognition of the city’s 150th anniversary. 

The new logo is a simplified version of the old logo displaying the Fox Theater against a backdrop of mountains meant to represent the Sierra Nevadas. The redesign and branding project has been in the works for more than five years.

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The new logo for the City of Visalia, which is a simplified version of the old logo that displays the Fox Theater against a backdrop of mountains meant to represent the Sierra Nevadas. (City of Visalia)

“Citywide rebranding was first proposed in 2019, with staff embarking on seeking quotes and proposals to determine the approximate total cost of a potential project,” Allison Mackey, City of Visalia Communications Manager said in a statement to The Sun-Gazette. “Before this could be brought forward for further direction from the city council, March 2020 brought the COVID-19 pandemic, and these efforts were halted.”

Mackey added that the project resumed in March 2021 and the design was finalized in November 2023.

The city council was shown several options for an updated logo with the goal of creating a modern and simple design. Among the design options was an oak tree and a logo that prominently featured the sun. Ultimately, city council chose the triangular logo over other options.

“The Brand Refresh allows us to update the city’s identity, image and brand to market the positive aspects of working for and living in the City of Visalia, as well as create a cohesive, modern, identifiable look to be used throughout the organization and in the community,” Mackey said.

In total, the rebranding of the city’s logo cost $150,000 through three separate appropriations. The logo design work was completed by We The Creative, an Irvine marketing specialist. A series of focus groups determined the design of the logo options.

As for the public reaction to the logo, the change has not been positive on social media thus far. 

“It is absolutely horrendous,” Visalia resident April Lancaster wrote on a photo of the logo on the city’s Facebook page. “Did you talk to any Visalians who have any marketing knowledge or branding experience? I am ashamed of this. Not the brand of my Visalia.”

Lancaster has started a petition on MoveOn.org to revert the logo back to the old logo, which has 1,809 signatures of 2,000 needed in just one day.

EDITOR’S NOTE: This article was updated on Thursday, May 16 at 3:59 p.m. PST to correct a quote from City of Visalia Communications Manager Allison Mackey to say “March 2020” instead of “March 2019.”

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