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Austin’s New City Logo Faces Backlash and Petition Ahead of Oct. 1 Rollout

The $1.1 million rebrand replaces more than 300 department logos in a phased launch focused on digital assets.

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An unhoused person sits on the grass near a gas station on December 18, 2023 in Austin, Texas. The federal government has reported an increase in homelessness nationwide across all household types. Homelessness has increased 12 percent from 2022, roughly equating to more than 70,000 people. People identifying as African Americans, or Black, and Indigenous groups continue to be among those experiencing homelessness in the greatest numbers, with people identifying as Asian Americans, or Asians having the greatest percentage increase. Among the list, those identifying as Hispanics or Latin(a)(o)(x) experienced the largest numerical increase, equating to over 39,000 people from the year prior. Speaking on the increase, the head of the United States Interagency Council on Homelessness said "The most significant causes are the shortage of affordable homes and the high cost of housing." (Brandon Bell/Getty)

Overview

  • City Manager T. C. Broadnax unveiled the unified brand on Sept. 4, describing it as the first identity to represent city services across departments.
  • The logo and guidelines were developed by TKO and Pentagram, with designers citing inspiration from Austin’s hills, rivers, bridges, and violet crown skies.
  • Former council member Makenzie Kelly launched a petition to scrap the logo and seek a citywide vote, urging a pause to the rollout.
  • Budget documents put the initiative at about $1,117,558, including $640,000 for vendors, $115,000 for public awareness, $75,582 for software, $186,976 for staffing and legal, and roughly $200,000 for design work.
  • The identity goes live on Oct. 1 on websites, social media, and newsletters, with physical updates phased in over time and no changes to police, fire, or EMS uniforms; online critics likened the mark to Dallas’s logo as Rep. Chip Roy and others questioned city priorities.