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6d ago

Austin Unveils Unified City Brand With Oct. 1 Digital Rollout as $1.1 Million Price Tag Draws Scrutiny

City leaders say the nature‑inspired identity follows years of community input to replace more than 300 departmental logos.

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Overview

  • The new mark is the first systemwide brand for Austin, intended to help residents easily recognize city services across platforms and departments.
  • Digital assets switch to the new look on Oct. 1, with uniforms, signage, and vehicles changing gradually to limit budget impact.
  • Police, fire, and EMS uniforms will remain the same to preserve public recognition of first responders.
  • City officials put the initiative’s total cost at about $1.1 million, with roughly $200,000 paid to Pentagram and Austin-based TKO for design work.
  • The identity features a stylized A referencing local hills, waterways, bridges, tree canopy, and “violet crown” skies, and early online reaction has been largely negative.