Modesto council considers changing city slogan - To call Modesto 'Family Owned and Operated'

Monday, Aug. 08, 2011 By Ken Carlson Modesto Bee:

If City Council members give approval this evening, Modesto could be branded as a community with small-town values and a big-city arts and entertainment scene. The brand, "Modesto: Family Owned and Operated," and an associated logo would be incorporated into the city's economic development, government, civic outreach and tourism campaigns. Not everyone thinks the slogan conveys the intended message, however. Developed by Commonwealth Modesto, the marketing tool is supposed to combat the effects of bad press on the city's image; for example, when the city does poorly on national "Best and Worst Places to Live" surveys or is tagged the "Car Theft Capital" of the country. If approved, the logo would be placed on city stationery, business cards, vehicles and tourist promotions, and could be used in campaigns to promote Modesto. For almost a century, Modesto has been identified with the motto on its arch: "Water, Wealth, Contentment, Health." But officials have tried to come up with something more contemporary. "The vision is that Modesto provides its own brand of big city arts, culture and entertainment combined with small town friendliness, family values, an outdoor lifestyle and an intense sense of community," City Manager Greg Nyhoff wrote in his report to the council. The city has not released an estimate on the cost of changing its logo. Employees would use current letterhead and business cards until supplies run out; city vehicles would not carry the logo until they are replaced.