County asks, is excellence passé
Miami-Dade County’s logo and its “Delivering Excellence Every Day” slogan might soon change.
Commissioner Juan Zapata suggested an upgrade – a move the Greater Miami Convention & Visitors Bureau is willing to sponsor.
The current logo dates to April 2004. It replaced more than 55 logos from various county departments and now appears on stationery, construction signs for capital projects, business forms and vehicles, among other uses.
Sprucing it up would reflect the area’s “vibrant international community and the current times,” generate publicity in tourist sectors and come at little public cost, legislative documents suggest.
“The Board [of County Commissioners] believes that there are [advertising] firms, public and private institutions and other civic-minded individuals that will assist Miami-Dade County in designing a ‘refreshed’ logo at no cost to taxpayers,” the proposal states.
William Talbert, president and CEO of the Greater Miami Convention & Visitors Bureau, said the bureau’s ad agency could work on the project at no cost to the county.
“We are your partner if you want to do it,” he said during last week’s Economic Development & Port Miami Committee meeting. “We’re here to serve you. We work for you. If that’s the will of the commission, we will be able to provide that support.”
But some commissioners, including Barbara Jordan, want a cost analysis.
“You’re talking about letterheads; you’re talking about names on buses; you’re talking about a whole other cost factor that needs to be factored into whatever information that comes back,” she said.
And Commissioner Jose “Pepe” Diaz was not convinced of the project’s necessity.
“Didn’t we go through a whole process of doing this not too long ago?” he asked, saying the county has already invested in creating a logo and tag line.
He asked committee members to advance the proposal to the next stage of the legislative process, but without a recommendation, so Mr. Zapata could have a chance to discuss it further.
“I’m personally good with our seal and what’s there now,” Mr. Diaz said. “It costs money to do it.”