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7C Page 2 The logo concepts prepared by Hellbent Marketing in response to Council and the logo concepts prepared by Keng's Design were reviewed by the community at the February 9, 2006 public meeting and are included under separate cover to this report. Staff shared its recommendation to separate the sign program from a logo, and there was general consensus that the revised sign program as modified, and without the logos, worked well. Both firms will be at the council meeting and available to discuss their logo concepts. Staff will be prepared to show photo simulations of each of the logo concepts integrated into the sign program so accurate comparisons can be made in terms of legibility. As noted, it is staff's recommendation that a logo not be part of the sign program. If Council agrees, and Council so desires, additional time could be taken for a more thorough review and discussion of the proposed logo concepts independent of the basic sign program and staff could move ahead with obtaining bids to try to get a least some signs fabricated and installed by the opening of the cinema. If Council feels there is an obvious logo choice and is prepared to make that choice and directs staff to integrate a logo into the sign program, staff will make the necessary modifications to the sign program and proceed accordingly with the bidding process. Some of the logo choices may involve reconsideration of the district/blade colors. In the review of the refined sign program at the public meeting, there were comments regarding the details other than the integration of the logo. There were several suggestions regarding colors that Catalyst will incorporate into the proposed program. There was also discussion regarding the "stacking" of the word "Downtown". One participant felt that the "stacking" of the word conveyed a negative connotation. Another responded that the "stacking" made the sign more legible for older people. No one else thought the "stacking" was "negative". Since September, refinements to the design have been focused on the details of the signage such as the poles, and brackets (see Attachment 2a and 2b). They have elegant silver details: a halo or border around the 'downtown' round signs, a medallion on the bracket, and a redwood leaf-embossed base. They shine and pick up light during the day and at night. Together the silver details and the black fluted pole give dimension to the signs without adding another color to the scheme. They augment the identity of Downtown and contribute to the longevity of the sign program. They also complement the streetscape improvements for MiddlefieldlTheatre Way and Broadway, as well as the Courthouse Square furnishings. Refinements to the program also include the phasing ofthe sign program. The gateway signs to be located at four primary locations: (1) Broadway and EI Camino Real, (2) Jefferson and EI Camino Real; (3) Jefferson and Veteran's, and (4) Broadway and Woodside were originally proposed as part of the first phase. However, since these locations have unique challenges and opportunities that need to be addressed on a case-by-case basis, we are recommending they be implemented in a subsequent phase. The original program also proposed "You Are Here" maps as part of the first phase. Staff will proceed to prepare "You Are Here" maps for the Marshall St. Garage and for the County Garage or immediate vicinity and for the train station area. We will incorporate other "You Are Here" maps into the next phase of the program, as locations and costs for the fabrication and installation of kiosks are developed. Signage along other routes that could be considered secondary or tertiary streets and routes will be funded in the future. The first phase of the sign program will include the cost of the 1:2006 STAFF REPORTS AND AGREEMENTS_02-2006_Wayfinding 2 .-. ---. ...---.- _0"4,_. .._., _.,__.._._. ,_ . ..----