The City of Sunnyvale has a new logo. I realize this news may not transform your life. It may not interrupt it for more than one or two seconds. But in the now-popular municipal search for “branding” — itself a dubious quest — the new logo offers an intriguing backstory.
First, a bit of history: For the last 46 years, Sunnyvale has had a cone-shaped logo that plays heavily on the “V” in Sunnyvale. It wasn’t terrible. But it was reminiscent of the 1970s, one of America’s worst eras for design. City officials said it spurred a “vast family” of different logos and sub-brands.
Sunnyvale’s old logo City of Sunnyvale
Hence the perceived need for something new. What the city has approved is an all-green logo that looks like the rays of the sun over a gently undulating landscape — a “sunny vale,” or valley. Get it? It doesn’t demand much effort.
Naturally, the people doing the re-branding have come up with words to explain all this. The upper part of the logo purportedly represents “innovation, opportunity, change and adaptability.” The lower part is said to depict “order, safety, security, stability.”
You can safely ignore all this. It is the blather that branders have to produce.
Let’s get down to the real questions the logo of the county’s second-largest city raise for the huddled masses:
A) Is it meant to be cannabis-friendly? Let’s acknowledge straight up here that green has been seized as the preferred color by California’s marijuana growers. True, they don’t have a patent on it. But the green leaf dominates their branding.
Is that a problem for Sunnyvale’s new logo? I think not. In the first place, a fair number of Sunnyvale residents undoubtedly smoke pot. And California recently legalized recreational marijuana. If Sunnyvale is cannabis-friendly, it won’t hurt the economy.
B) Does it …read more
Source:: The Mercury News