Recommended Branding

City Council Agenda Item Report FROM:

Ryan Cummins, City Manager

MEETING DATE:

August 24, 2026

SUBJECT:

Recommended Branding

DESCRIPTION: The City’s current logo was created in 2007, nearly two decades ago. Today, the City’s branding is inconsistent across platforms, including the website, social media, email, and signage. The lack of cohesive and modern branding creates challenges as we look to invest in website upgrades, wayfinding improvements, and upgraded signage. Last December, City Council approved forming a Branding Advisory Committee. In February, City Council approved a proposal and creative services agreement from Concept A Creative Studio for the logo and branding refresh project. City Council’s current fiscal year priorities include rolling out a new logo and branding. Recommend Branding Presentation At the recent workshop meeting, Branding Advisory Committee Chair, Tim Straker, presented the committee’s recommendation. The presentation can be viewed here: https://youtu.be/92NRVEf6SPw A copy of the recommendation is attached. Trademark Concept A has included the ™ symbol on the most prominent logo pages and copyright messaging in the footer. Concept A has advised the ™ symbol may be used without a pending or approved federal trademark application to indicate the City’s claim of ownership while it pursues formal trademark registration. Brand Guidelines If Council approves the new identity, Concept A will complete Phase 4 of the Scope of Work— Brand System—by taking the following steps:

Create and share brand guidelines outlining color, typography, usage guides, and application concepts. Share templates for communications, presentations, and digital use, such as: Letterhead, Press Release Template, Memo Template, Business cards, Email signature standard, PowerPoint/meeting template, and social media graphics templates. Prepare a formal assignment of intellectual property rights associated with the final approved identity, giving the City clear and exclusive ownership as it begins to pursue the registration trademark ® and brand-protection process.

BUDGET ACTION REQUIRED: None at this time. Dollars were budgeted for a firm to assist with a logo and branding refresh project. LEGAL REVIEW: N/A at this time. SAMPLE MOTION: Motion to approve the recommended City of Saugatuck brand direction and logo as presented by Concept A Creative Studio.

City of Saugatuck / Council Workshop

City of Saugatuck Branding Council Workshop Review — August 2026

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Goals and Objective

The goal of the City of Saugatuck rebranding project is to create a modern identity that reflects the authentic character of the community—capturing its artistic culture, natural beauty, historic charm, and sophistication in a way that feels confident, approachable, and distinctly Saugatuck. PRIMARY TARGET AUDIENCE

SECONDARY TARGET AUDIENCES

Visitors / Tourists

Residents, Business Community, and Potential Residents / Young Families

The City brand should first and foremost communicate who Saugatuck is to those experiencing it from the outside. The goal is to create a strong, immediate impression that reflects the character and quality of the place, reinforcing Saugatuck as a destination worth exploring and returning to.

The brand will build pride among residents, strengthen alignment across the local business community, and enhance Saugatuck’s appeal as a place to live—particularly for younger demographics considering relocation.

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Brand Pillars and Attributes

01. Authentic at its core The brand should feel grounded and genuine, while also reflecting the individuality of the community, where character, nostalgia, and a touch of quirk exist side by side. 02. Artful by nature The brand should reflect a sense of artistry that feels natural and integrated in the everyday, not applied or decorative.

Brand Attributes Authentic Contemporary Creative Approachable Confident Fresh Welcoming Elevated Relevant Full of Character Quirky

03. Elevated yet approachable Saugatuck is defined by a rare “high-low” dynamic, where small-town warmth and charm coexist with a level of refinement that never feels out of reach. The brand should feel distinctive, yet easy to engage with and understand.

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Results From Community Survey The City of Saugatuck Rebranding Project Community Survey received 322 responses, providing strong participation and a meaningful sample of community perspectives. Survey results showed strong support for a brand refresh that respects Saugatuck’s existing character while evolving it in a more contemporary and cohesive direction.

BRAND ATTRIBUTES TO CONVEY

Which of the following attributes best describes the City of Saugatuck and should be reflected in the new brand? (Select up to 5)

Authentic Creative Approachable Welcoming Contemporary APPETITE FOR CHANGE Confident

Which approach to updating the City’s brand feels most appropriate?

Elevated (Refined) Fresh

A subtle evolution of the current brand

Quirky

A moderate refresh

Full of Character

A completely new direction

Relevant 0%

10%

20%

30%

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

40%

10%

20%

30%

40%

50%

60%

70%

80%

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction: Artistic and Creative Personality

The recommended brand direction centers on a custom script wordmark that feels expressive, artistic, and distinctly human. The bold, flowing letterforms bring movement and personality to the identity, while the handcrafted quality reflects Saugatuck’s creative spirit. The result is an approachable and welcoming brand that feels full of character and conveys the sense of ease that defines the community. BRAND ATTRIBUTES REFLECTED IN THE RECOMMENDED DIRECTION

Authentic

Confident

Full of Character

Approachable

Fresh

Quirky

Creative

Welcoming

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction in Application Stationery and Document Template Concepts

City Council Agenda Item Report

DESCRIPTION

From Ryan Cummins, City Manager

For the last five years, the City of the Village of Douglas and the City partnered with Aquatic Doctors to treat the Milfoil.

Meeting Date October 22, 2026

Eurasian Water Milfoil is an invasive aquatic plant that is present in the Kalamazoo Harbor. In 2020 the City Council formed an Eurasian Water Milfoil Advisory Committee to address the Milfoil impacts including reviewing existing documentation, consulting with appropriate agencies and experts, identifying costs and reporting its recommendations.

Aquatic Doctors has submitted a proposal for 2026 treatment. Aquatic Doctors expects the cost to be similar to the 2025 season, which was $69,570. Despite lower water levels that were anticipated to result in more issues, Aquatic Doctors advised they were able to reduce the area treated this year which saved close to $7,000. The proposed treatment area for 2026 is as follows:

Subject Milfoil Treatment for 2026

Aquatic Doctors will be at your meeting to talk more about the success of the treatments and answer your questions.

BUDGET ACTION REQUIRED Sufficient dollars were budgeted for this fiscal year. The second treatment will be included in next fiscal year’s budget proposal.

LEGAL REVIEW Legal has previously provided analysis on the process to levy special assessments and the City’s authority to treat invasive aquatic weeds. Legal previously reviewed the Aquatic Doctors agreement language.

SAMPLE MOTION Motion to approve a one-year agreement with Aquatic Doctors to apply for permits and treat Milfoil in the areas presented in the not to exceed amount of $69,570.

102 Butler St., PO Box 86 Saugatuck, MI 49453

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

269.857.2603 saugatuckcity.com

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction in Application Department of Public Works Concepts

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction in Application Signage Concepts

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction in Application Social Media Concepts

Historic District Commission We Hope You Have a Wonderful Thanksgiving!

Election Day

Clean Outdoor Equipment Between Uses

Billing Notification

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Blue Star Trail Update

Oval Beach Passes Now at City Hall

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction in Application Website Concept

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

City of Saugatuck / Council Workshop

Recommended Brand Direction Logo Variations Primary

Secondary

Secondary

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com

City of Saugatuck / Council Workshop

Recommended Brand Direction With Area Logos

© 2026 City of Saugatuck. The City of Saugatuck™ brand identity and associated artwork are owned by the City of Saugatuck. No license is granted for reproduction, modification, merchandise, or commercial use without prior written authorization from the City. All rights reserved.

Concept A Creative Studio | conceptacreative.com