Your City Brand Is Not A High School Art Project

Our perspective on the public’s role in municipal branding, why backlash is predictable, and how to build a better process.

Every week, my Google Alerts light up with stories about new place branding or wayfinding projects. Communities unveiling a fresh look that builds pride and clarity around who they are always makes me smile. But every so often, I see an article or two that tells another, not-so-positive, but also familiar story: one of public backlash, frustration over the cost, comments that the logo “missed the mark,” and residents wondering why the project mattered in the first place.

I’ve seen this cycle play out again and again, and honestly, it’s no surprise. Too often, branding gets reduced to the logo reveal—a single, visible outcome of months (or years) of strategic work. Without the context, residents see an expense, not an investment; a design, not a direction. A city brand goes beyond design. It’s the way a community talks about itself—how it explains its purpose, shows its character, and celebrates its pride. When those ideas aren’t part of the conversation, the project’s value gets lost in translation.

So, I wanted to dig into this a bit. Why does city branding so often spark controversy? And more importantly, what can leaders do to get ahead of that criticism and help their community understand the bigger purpose behind the work?

Your city’s brand is not a high school art project

After nearly two decades of working with local governments, I’ve heard it all: “My kid could do that logo.” “Just run a contest at the high school!” One city leader even told us her mayor suggested students could handle their rebrand. Her response was perfect: “There’s far more to it than you think.”

A municipal brand isn’t a poster to be graded—it’s civic infrastructure. It’s a communication system that helps people quickly recognize what’s official, find services, and trust information. When it works, staff can do their jobs faster and residents are better served. As one client put it, “There was no cohesiveness before, but now there is.”

Branding as infrastructure means building a system that supports clear, consistent communication across every department. It equips employees with tools and templates that reduce guesswork, save time, and present a unified message. When applied to signage, facilities, and digital platforms, the brand becomes the connective tissue that helps residents easily recognize and trust their city.

The public still plays an essential role—but not as logo designers. Their experiences and insights shape the story, values, and priorities behind the brand. It’s the role of professionals to translate that input into a system that functions everywhere. Because in the end, a city brand is a tool that strengthens communication, trust, and pride — not personal taste.

Why backlash happens (and what it’s really about)

1. “It cost how much?!” When a city announces a number without context, outrage is inevitable. Recently, the City of Austin, Texas’s $1.1 million rebrand was widely reported as if the city had spent it all on a logo; Myrtle Beach, SC, saw headlines about spending $78,000 for their rebranding effort; and Danville, Virginia, faced criticism over a new logo and tagline that residents felt wasn’t worth the price. These examples reflect a broader truth: if you don’t frame the budget as a long-term investment in communication and efficiency, the public will see it as frivolous spending.
   
   As we’ve written in Unlocking ROI: The True Value of Municipal Branding, the real question isn’t “what did it cost?” but “what does it return?” When measured in improved communication, reduced duplication, and increased trust, the ROI is significant.
2. “This isn’t us.” Cities evolve, and brands often reflect a new chapter of a community’s story. For those attached to an earlier chapter, the change can feel unfamiliar or “too corporate.” Unless leaders acknowledge the past and explain how the brand builds on it, resistance is natural.
3. “We weren’t heard.” Residents often mistake not seeing their personal preference in the final design as not being heard. People want to feel represented in their community’s identity, so I understand the reaction. But public input isn’t about picking colors or approving logos; it’s about uncovering the shared values and priorities that define the brand’s story.
   
   When residents say they want their city to feel welcoming, authentic, or innovative, those insights shape strategy—tone of voice, design direction, and messaging. Translating that input into a functional system is the role of professionals who understand how design must perform across hundreds of applications.
   
   A strong process helps people feel heard, even when their exact idea isn’t chosen. Being heard doesn’t mean getting your way—it means seeing your perspective reflected in the story behind the brand. When residents understand that connection—the why, not just the what—support and pride follow.
4. “Why not keep the seal?” Because seals and brands serve different purposes. Seals hold ceremonial and legal authority. A modern brand is built to function across signage, social media, websites, and everyday communications. In The City Seal: When You Have a City Brand, we explore how seals honor history, while brands enable modern communication. Communities need both, but they shouldn’t confuse their roles.
5. “Hire local!” Communities often equate local hiring with authenticity. When outside firms or designers are chosen, backlash can emerge—even if the work is strong. Setting expectations early about qualifications, expertise, and the selection process helps reduce this friction.
6. “This feels like it’s for visitors, not for us.” In Myrtle Beach, residents expressed concern that the city’s new brand seemed designed more for tourists than locals—a common challenge in tourism-driven economies where destination branding often overshadows municipal identity. The distinction is important: a municipal brand serves residents and supports civic communication, while a destination brand markets to visitors. When those lines blur, residents can feel disconnected from the place they call home.
   
   If that sounds familiar, you’re not alone. Many communities with strong tourism economies—or even major institutions like universities or theme parks—struggle to define who they are beyond what draws people in. Why Every Destination City Needs Its Own Identity explores how cities can balance the visibility of their destination identity with the authenticity of a strong municipal brand. 
7. Timing optics. Rolling out a brand during a budget crunch, tax increase, or local controversy invites skepticism. Even the strongest strategy can be overshadowed if timing isn’t managed carefully.
8. Social media pile-ons. Once a logo gets mocked on Facebook or Reddit, the noise can overwhelm the story. Jokes, nicknames, and parodies travel faster than facts. Cities must plan for this reality and maintain consistent messaging.

A brand consultant’s perspective

Successful city brands are co-created with the community. Residents help define the story—their values, priorities, and aspirations—while professionals translate that insight into a functional visual and verbal system that works everywhere. It’s not about crowd-sourcing a logo; it’s about uncovering what makes the city proud and expressing that through consistent, usable design.

Transparency is essential. Branding can easily be misunderstood if people only see a price tag. By breaking budgets into clear phases—research, engagement, design, and rollout—cities can show that this is a strategic investment in communication, not a cosmetic expense. That honesty builds trust and turns skepticism into support.

We might argue that the internal launch is most important. When staff understand and use the brand first, it creates consistency, ownership, and pride before the public ever sees it. And when cities measure success by outcomes—clarity, efficiency, and recognition—rather than social media opinions, the results speak for themselves. A strong municipal brand doesn’t chase popularity; it builds connection, confidence, and credibility across the entire community.

A better way to engage the public

• Set the brief publicly. Start by sharing the problem you’re solving, not just that a new logo is coming. A clear public statement of goals builds understanding from the beginning.
• Use structured input. Surveys and focus groups yield meaningful insights. They capture values and perceptions without reducing the process to a vote on design elements.
• Show the system in use. Present designs in real-world applications, such as on signage, vehicles, or the website, so residents understand function and utility.
• Explain money clearly. Break down how funds are used and how rollout is phased. Pair costs with outcomes, such as better communication and long-term savings.
• Phase rollout. Start with digital tools, then integrate into physical assets on regular replacement cycles. This reduces cost shocks and helps residents adjust gradually.
• Document the journey. Share “what we heard” reports, behind-the-scenes updates, and decision-making milestones. Transparency builds trust.
• Avoid design referendums. Taste is subjective; strategy is not. Public votes on visuals turn complex systems into popularity contests. Instead, share one direction and explain why it reflects the community’s story.

A city brand is an infrastructure for communication. Residents should—and must—inform the story. Professionals ensure that the story becomes a system the city can actually use.

Cities that treat branding as civic infrastructure set the stage for lasting trust and alignment. When people understand how their input shapes the story and see that story come to life in everyday communications, they feel ownership in something bigger than just a design.

Because in the end, it’s not just about a logo; it’s about designing for understanding. Not only changing how a city looks, but also how it communicates, collaborates, and takes pride in itself. That’s what builds real unity and confidence — something no high school art contest could ever achieve.

Free Municipal Brand Launch PR Toolkit

To help city leaders and communication teams navigate the rollout process with confidence, we’ve created a free Municipal Brand Launch PR Toolkit — a quick-reference guide featuring ready-to-use messaging, FAQs, and best practices for managing public communication.

Download the toolkit here to get practical tools you can start using right away.

This article was written by Cathy Fromet, President and Co-Owner of Guide Studio, a Cleveland-based brand and wayfinding consultancy that helps cities and public organizations tell their stories, engage their communities, and build lasting trust. Cathy drew insights from interviews with her team at Guide Studio, along with our client partners: Special thanks to Allyson Brunette, from Allyson Brunette Consulting/formerly City of Kaukauna, WI, and Brittany Arizmendi from the City of Hagerstown, MD, for sharing their perspectives on this topic.