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Scottsdale City Flag

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Scottsdale City Flag ITEM 17 Jagger, Carolyn From: Corsette, Kelly Sent: Friday, March 01, 2019 12:55 PM To: City Council Cc: Thompson, Jim; Washburn, Bruce; Scott, Sherry; Bladine, Janis; Jagger, Carolyn; Walker, Sharron; Nichols, Jeff; Stockwell, Brent Subject: March 5 City Flag Discussion Attachments: City Council Memo - March 5 flag disccussion.pdf To ensure compliance with the Open Meeting Law, recipients of this message should not forward it to other members of the public body. Members of the public body may reply to this message, but they should not send a copy of the reply to other members. Flonorable mayor and City Council members: No staff presentation is planned for the Tuesday March 5 City Council discussion of the Scottsdale city flag. In light of the negative response toward the new flag (much of which was based on the misunderstanding that it was replacing our iconic horse and rider logo), the attached memo and supporting documents provide a wider picture of public sentiment and comments about the different flag designs along with a summary of background and other information that may be helpful as you prepare for the discussion. Staff remains confident that with sustained communication about the new design and how it represents Scottsdale, the majority of residents would feel positive about the flag as a new element of our civic imagery, working alongside the city symbol and seal. Thank you, Kelly Corsette | Communications & Public Affairs Director City of Scottsdale | Office of Communication 480-312-2336 I [email protected] OFFICE OF COMMUNICATION Kelly Corsette, Communications & Public Affairs Director 3939 N. Drinkwater Blvd. PHONE 480-312-2336 Scottsdale, AZ 85251 WEB ScottsdaleAZ.gov Date: March 1, 2019 To: Scottsdale Mayor and City Council From: Kelly Corsette, communications and public affairs director Subject: March 5 Scottsdale city flag discussion Honorable mayor and City Council members: No staff presentation is planned for the Tuesday March 5 City Council discussion of the Scottsdale city flag. This memo provides a summary of background and other information that may be helpful as you prepare to reconsider the city flag decision. Public reaction to the decision After the City Council adopted the new flag Feb. 19, the Office of Communication was in the very early stages of a program to help residents learn about the new design and its meaning when the City Council decided to revisit the decision. Communications about the new flag ceased and people were informed about the scheduled March 5 discussion. Several dozen emails to the City Council and a similar number of comments to new graphics shared on the city’s Facebook and Twitter accounts appeared to share the misunderstanding that this flag was replacing the iconic horse and rider. When learning that the city seal and logo would remain unchanged, some people were less opposed to the new design, while some remained against changing the flag. It is completely understandable that many residents are hostile to the idea of abandoning our iconic horse and rider as the city’s logo – and that was never suggested or contemplated. The city is piloting a system that helps quantify public sentiment in cases like this. The ZenCity platform analyzed public discourse online and shows that reactions are mixed, but with more positive sentiment toward the topic than negative (47 percent positive, 38 percent neutral, and 15 percent negative). Like with other online polls, feedback and emails, this should not be considered statistically valid, but is an indication of the nature of the public reaction online. (See attachment 1 – ZenCity sentiment report.) Staff feels that with sustained communication about the new design and how it represents Scottsdale, the majority of residents would feel positive about the flag as a new element of our civic imagery, working alongside the city symbol and seal. Scottsdale’s seal and symbol The city seal, featuring the iconic horse and rider symbol and the city’s official nickname “The West’s Most Western Town” was adopted in 1951, designed by local artist Gene Pennington. To reserve the city seal for official documents and other formal business, a city symbol (logo) featuring a simpler, modernized illustration of the horse and rider was subsequently developed for general day-to- day use. The city symbol has been slightly adjusted over the years as reproduction methods and primary display means (print versus digital) evolved. The current versions of the city seal and city symbol are provided below: City seal City symbol Scottsdale’s city flag Records are unclear, but it appears the first city flag was ordered in 1954. However, a 1968 Scottsdale Progress article claims to reveal the city flag for the first time – a white field with the city seal at its center (see attachment 2 – July 10, 1968, Scottsdale Progress clipping). At an unknown point, the appearance of the seal on the flag was modified – the typeface was changed and black text was placed over a dark blue background. This flag (pictured below) was the subject of the Scottsdale resident’s email to the Mayor and City Council that inspired the flag redesign effort. Additional background: public response to the top 4 designs The Neighborhood Advisory Commission was asked to narrow the top four designs as identified by online public feedback to a top two for City Council consideration. With the current discourse seeming to revolve around whether the horse and rider should be the only symbol for Scottsdale, it may be helpful to consider what the public said about the top four designs -- two of which featured a silhouette of "the Scottsdale cowboy." From a strictly graphical perspective, the concern with these particular designs is that when the horse and rider icon is used in silhouette, it is difficult to decode at distance. The top four designs are below at a size that simulates the normal viewing distance of a standard sized flag (the first two shown here reflect modifications requested by the NAC). Reviewing public comments specific to these designs supports the fact that much of the community identifies strongly with Scottsdale's city symbol and its central role in identifying “The West’s Most Western Town.” That review also shows that many people also support a flag that encompasses other facets of Scottsdale's character which are not conveyed via a single icon. (See attachment 3 – public feedback on the top four designs.) How could a new flag work as part of Scottsdale’s civic imagery? Scottsdale’s horse and rider will remain the primary element of the city’s civic imagery, regardless of what is decided concerning the city flag. In cities where seals, symbols and flags are different, they work alongside each other to represent the government in different ways. Places like Chicago and Washington, D.C. have widely recognizable and embraced city flags whose elements advance the visibility and recognizability of the city and the larger communities they serve. A single graphic or logo can become an immediately recognizable symbol of a place, particularly to those who live there – Scottsdale’s horse and rider is a fine example of that. A flag can amplify that community connection without replacing other symbols. Because it flies high on a pole and is usually seen from a distance, however, a flag’s design and symbology must work differently. That can also be an advantage once one understands the layers of meaning and symbology at work. Americans are not born knowing what the symbols and colors on Old Glory represent, but once they are learned, these simple symbols connect Americans to our flag and to each other more strongly than in most countries around the world. Graphic designer Steve Kodis, who is leading a grassroots flag redesign in Milwaukee, Wisconsin, put the challenge and potential payoff of introducing a new flag to his community like this: "Design is a game of persuasion sometimes. People say, well, it doesn't say anything about Milwaukee. It doesn't say Milwaukee on it, but it's not supposed to. It asks a little bit more of you to understand the symbolism, but once you understand the symbolism, you'll never forget it." The process and communication As directed by the City Council the process and supporting communication that led to the Feb. 19 City Council decision was substantial, and outlined here: • After a suggestion from a local resident and high school student, the City Council initiated the Scottsdale Flag Challenge in September, 2017 • See attachment 4 – Sept. 12, 2017, City Council Action Report • The challenge sought design concepts from the community through December 2017 • See attachment 5 – Oct. 3, 2017, news release; the challenge was also announced via social media and newsletters • 260 design concepts were received • The Neighborhood Advisory Commission was asked to narrow those submissions; they met in January, 2018, and selected 6 designs to move forward in the process • Staff selected an additional four designs for a total of ten that were subsequently opened to the public for their feedback, an online process that ran through the end of February, 2018. • See attachment 6 – Feb. 1, 2018, news release; online feedback was also announced via social media and newsletters • See attachment 7 – Scottsdale Flag Designs Public Polling Results • Staff returned to the Neighborhood Advisory Commission in May, 2018, with the top four as identified through the online process, and asked the commission to narrow them to a final two for City Council consideration (as part of that, the NAC asked each finalist to adjust aspects of their designs). • See attachment 8 – May 23, 2018, Neighborhood Advisory Commission minutes • Due to competing priorities within staff and City Council agendas, the recommendation and possible adoption by City Council was not scheduled until February 19, 2019.
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