City of St. Pete Beach Identity Project. Presentation

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Theodora Bond
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1 City of St. Pete Beach Identity Project Presentation 05-DEC-2017

2 Table of Contents: Part I: Brand-Mark Verbal Expression Public Meeting...Page 1 Graphic Language Colors, Type and Symbols Final Documentation...Page 2 Part II: Gateway Feature Audit...Page 3 Review Pasadena Ave...Page 4 Review 35th Ave...Page 5 Review Blind Pass Road...Page 6 FDOT/Movement/Placement...Page 7 Concept/Inspiration...Page 8 Design Development - Option A...Pages 9-11 Design Development - Option B...Pages Documentation/Renderings...Page Proposed Sign Location Plan #1...Page 19 Proposed Sign Location Plan #2...Page 20 Proposed Sign Location Plan #3...Page 21 Next Steps...Page 22 Examples...Page Options A and B...Page 26

3 Brand 1 Expression of Brand The following graphics were prepared for discussion with stakeholders to discuss the character, brand position and market stance of the city. This leads to the development of an expression of the city s essence and character into text to define the brand presence. Public Meeting and Advance Research On January 24th, 2017 a workshop was conducted with the city council of The City of St. Pete Beach. The questions and inspirational reference images as shown on this page were reviewed with those in attendance. Brand Expression Based upon the conversations with the public, on-line research, stakeholder and commission meeting the following brand expression has been developed. The brand expression provides verbal definition of the city s essence and character into text to define the brand presence. Environment Character of St. Pete Beach Brand Activity St. Pete Beach - City Brand Identity Project Competing Destinations 1. When you think of St. Pete Beach what two adjectives come to mind? 2. What is St. Pete Beach s greatest strengths most often mentioned? 3. What are the greatest opportunities for St. Pete Beach? 4. What do people that have never been to St. Pete Beach think about your community? 5. How does St. Pete Beach differ from other regional communities? People want to make a connection with brands and see their own values reflected in the brands they use to portray who they are. And also, consumers are knowledgeable they can spot authenticity a mile away. What this amounts to in terms of branding, is that brand value is now all about storytelling, about authenticity and credibility. Verbal Expression of Brand: The Sunset Capital of Florida Attributes of the city brand: Relax, Beautiful Beaches, Activity, Sunset, Simplistic, Seashells, Friendly, Laid-back, Colors, Comfortable, and Weather. Graphic Language: Demonstrate characteristics of friendly and approachable; and natural aspects of the beach and sunset. Define Colors: Sky Blue, Sun Yellow, Teal, Turquoise, Emerald, Ivory, Goldenrod, Beige, Light and Medium Brown. These character traits serve an ingredients towards the development of the city brand-mark and influence the design of the gateway feature. 54 Responses 26% Restaurants/Bars Beach 55% 19% Tours, Entertainment Museums and Shopping St. Pete Beach - City Brand Identity Project From the responses recorded it was noted that the beach is the most important landmark in the City of St. Pete Beach that draws visitors and residents to the area.

4 Graphic Language 2 Graphic language defines the elements that make up the parts of the brand. The colors, typefaces and graphics that are put together to portray a brand. The following colors and type were selected to best represent the waterfront active, relaxing, simple and friendly character traits as defined by the brand expression. Brand-Mark Documentation The following three design options were the most preferred of those shared with the client over the course of the design process. These designs may be used as part of a branding effort to provide character and recognition to the city. It is not meant to replace the civic faced city seal which has a regulatory face. The selected brand advances a public relations endevour to inspire visitors to recognize the city as the sunset capital of Florida and a place that is friendly and approachable; and demonstrates the abundance of natural traits such as the beaches and amazing sunsets. Option A Option B St. Pete Beach Sunset Capital of Florida Bay Blue White Water Sea-foam Light Pure Aqua St. Pete Beach Golden Egg Sunshine Sandy Beach Sunset Yellow Sunset Capital of Florida St. Pete Beach Typeface: Garris Option C Typeface: Vanburi Sunset Capital of Florida Typeface: Shag

5 Audit - Existing Gateway Features 3 A photo survey was conducted on January 25-26, 2017 to evaluate the existing gateway entry features in the City of St. Pete Beach. The following images document this inventory.

Schematic of 5ft tall x 9ft wide Monument Sign Cobra Light Pole 3-lane R.O.

6 Review of Gateway Location #1 4 Gateway #1: 3500 S. Pasadena Ave and Sailboat Key Blvd S. Schematic of 5ft tall x 9ft wide Monument Sign Cobra Light Pole 3-lane R.O.W 5 ft Wide Sidewalk 40 ft Monument Sign Light Fixture Palm Trees 3 ft Tall Landscape Hedge 5 ft Tall Wall Harborside Development 15 ft

7 Review of Gateway Location #2 5 Gateway #2: 35th Avenue (682) and E Maritana Drive Schematic of 5ft tall x 9ft wide Monument Sign Palm Tree 2-lane R.O.W 3 ft Wide Grass Strip 5 ft Wide Sidewalk Monument Sign Light Fixture Palm Tree Mangroves/Water 15 ft Cobra Light Pole

8 Review of Gateway Location #3 6 Gateway #3: Blind Pass Road and Ron McKenney Park Schematic of 5ft tall x 9ft wide Monument Sign Palm Trees 5-lane R.O.W 5 ft Wide Grass Strip 5 ft Wide Sidewalk 8 ft Monument Sign Light Fixture Small Tree Palm Trees

Research - Regulatory & Movement Diagram 7 Signage on roadways must adhere to the regulatory requirements of the body that maintains the roadways.

The Florida Department of Transportation does allow signage as part of the Manual for Traffic Control Devices Section 2D-5 Community wayfinding.

These signs must follow the requirements by the maintaining authority along the right-of-way. The requirements include setback, break-away and adherence to clear-zone for the vehicular route.

9 Research - Regulatory & Movement Diagram 7 Signage on roadways must adhere to the regulatory requirements of the body that maintains the roadways. The locations for the gateway features will maintain the existing locations of the documented signs as shown on pages 4, 5, 6 and 7 of this document. The Florida Department of Transportation does allow signage as part of the Manual for Traffic Control Devices Section 2D-5 Community wayfinding. These signs provide recognition and guidance throughout the communities and also allow for entry features along state routes. These signs must follow the requirements by the maintaining authority along the right-of-way. The requirements include setback, break-away and adherence to clear-zone for the vehicular route. Since the signs as proposed shall maintain their existing location; which is off the right-of-way these regulations have already been met in the current permitting of the existing signs. While the design of the sign shall be different that current the location and general scale is consistent. Therefore no additional review by the FDOT or MUTCD shall be required. The maps to the right demonstrate the primary circulation into the City of St. Pete Beach and the entry features locations. As people enter into the city they should be aware what city they are in. The gateway feature should not only provide awareness of the city limits but also indicate the character of the place through materials and brand elements. Primary Circulation Pathway Entry Feature Location City Limits

10 Concept / Inspiration 8 Relax Beautiful Beaches Active Sunset Simplistic Seashells Style Friendly Laid-back Comfortable Friendly Approachable

11 Design Development - Option A 9 The City of

12 Design Development - Option A - District Identity 10 Pass-a-Grille

13 Design Development - Option A - with banner 11 The City of October Concert Series - October

14 Design Development - Option B 12 City of

15 Design Development - Option B - District Identity 13 City of

16 Design Development - Option B - with banner 14 October Concert Series October 6-27 www. SPBREC.com City of

17 Documentation - Option A 15 SW 6325 Constant Coral Locator Number: 114-C3 SW 6325 Constant Coral Locator Number: 114-C3 Blue Gradient Glass Mosaic Colors TBD A D 3.5 ft B C 5 ft - 6 in The City of D A 8 ft D A. Cast stone architectural Pre-cast conrete using fine aggregate and pigment color to match. Colors to match Don Cesar Arhcitecture. B. Expanded Polystyrene (EPS) foam sign with integrated with structural frame, top arch, stucco veneer and a hard protective shell C. Mechanically fastened flat cut 3/16 inch aluminum graphics painted and face mounted D. Byzantine style glass mosaic tile gradient E. LED Light Bar - 30 Inch minimum

18 Rendering - Option A 16

19 Documentation - Option B 17 4ft - 4in MP Brindisi Blue Locator Number: MP36 MP02896 Camille Blue Locator Number: MP78 A A Brushed Aluminum D B 16ft -8in E C B City of A. Brushed aluminum cabinet with 5 inch return on face. B. Push-thru acrylic letters white with 1 inch frame painted medium blue C. Painted aluminum cabinet painted dark blue

20 Rendering - Option B 18

21 Proposed Sign Location Plan - # th Avenue St Pete Beach, FL , Sign Location

22 Proposed Sign Location Plan - # Gulf Blvd St Pete Beach, FL , Sign Location

23 Proposed Sign Location Plan - # Blind Pass Rd St Pete Beach, FL , Sign Location

24 Next Steps 22 RIGHT INFORMATION At the Right Time A rationale for implementation of a family of different sign types optimises the placement of information to create legibility in St Pete Beach without adding clutter. This method begins by distilling the community into its constituent parts - It's entry points, routes, structure, architecture and landmarks - as a series of welcome points, decision points and reorientation points, connected by wayfinding. While the brand identity project provides guidance for the welcome points information for visitors travelling to the various destinations in and around St Pete Beach should be considered as a next step. WELCOME POINTS Orient the user Provide overview Highlight real-time events Located in entrance areas Efficient and easily digestable REORIENTATION Engage or re-engage w/ info Reinforce orientation Highlight attractions Located anlong primary routes DECISION POINTS Focus on quick circulation flow Nudge visitors along to destinations Located at key nodes ARRIVAL POINTS At threshold of districts Help visitors understand area Provide detailed info about community amenities

25 Comparables 23 City of Las Vegas, NV City of San Diego, CA City of Lakeshore, CO City of Baton Rouge, LA City of Powder Springs, GA City of Chicago, IL City of Dallas, TX

26 Next Steps - Vehicular Directional Signs City of St Augustine, FL St Johns County, FL Baldwin Park, FL City of Bartow, FL City of North Miami Beach, FL City of Bartow, FL City of Cape Girardeau, MO City of Orlando, FL City of Sanford, FL City of Kissimmee, FL

27 Next Steps - Walkability 25 City of Westminster, UK City of Dallas, TX City of Baltimore, MD City of Miami, FL City of Cape Girardeau, MO City of Baltimore, MD

28 Design Development - Options 26 The City of City of Option A Option B

Memorable Designs, Unforgettable places

Memorable Designs, Unforgettable places We create environments that connect people, introduce nature into life s moments and provide a backdrop against which unforgettable experiences unfold. DELRAY BEACH