Logo used at city’s website City staff is testing a new logo for the city of Thousand Oaks.

The young oak tree design, to be introduced in April, will be used on city newsletters, brochures, signs, business cards, its website and other communications that uniformly reinforce the city’s image, said Andrew Powers, public information officer for Thousand Oaks.

Powers and city assistant analyst Mary Lech selected the logo, which was designed by Thousand Oaks firm Mustang Marketing at a cost of $25,000.

“This is part of a significantly scaled-back project to update the city’s logo and print collateral. We expect to finish in early April,” Powers said.

The price tag for the new logo is considerably less than the cost of a proposal in January 2009 that would have sent $89,000 to a Nashville company to purchase local branding for Thousand Oaks.

The new city logo? The City Council unanimously rejected that proposal after residents raised concerns about the large amount being spent in a slowing economy. Citizens also wanted the city to buy locally.

“If you want us to shop locally, then you should shop locally. It’s ridiculous. You should be ashamed of yourselves,” said Thousand Oaks resident Suzanne Duckett.

During that 2009 meeting, Powers explained to the council that branding was greatly needed and is more than a logo.

When the City Council said no, city staff decided to use funds from the public information office budget to purchase a new logo from a local firm.

The $64,000 was saved in large part by forgoing intensive community outreach to research the brand, something the experienced Nashville company would have provided.

T.O. city seal Although he was concerned that lack of community input would limit the long-term effectiveness of the branding, Powers said the new logo will help make Thousand Oaks an attractive destination.

“We chose not to produce our biannual city map in order to complete this project,” Powers said.

“We have not made the formal switch to a new logo . . . just testing its application on some Amgen Tour materials,” he said.

To give the city input on its new logo, call (805) 449-2100.