Fort Collins New City Logo Put on Ice

The city will stop the implementation of a new logo until it can talk more about the design.

City Manager Darin Atteberry sent a memo to city staff with those instructions Thursday following complaints by residents and Mayor Pro-Tem Kelly Ohlson. Ohlson said he was "underwhelmed" by Atteberry’s choice for a new city logo.

Atteberry plans to give the City Council several options on how to move forward at a Tuesday work session.

"The majority of feedback that council members and I have received has been negative," Atteberry said. "There has been some positive feedback, but we have mostly heard from people who weren’t happy. We won’t be putting the logo on vehicles (or other) equipment we purchase."

The new logo design cost the city $2,600 taken from a larger $78,000 economic stimulus effort to "brand" the city.

City officials say the branding effort is critical to attract new business and industry to Fort Collins. The council heard Tuesday night the best way to brand the city was with the name "Fort Collins" itself and not with pictures or symbols that local residents might recognize.