Ames' Smart Choice Logo and Tag Line to be Phased In

Ames City Council unanimously adopted a new logo and a new tag line, but it might be awhile before the boomerang initial A and the words “City of Ames Smart Choice” appears around town.

Ames Public Relations Officer Susan Gwiasda said during an Ames City Council meeting on Tuesday that the city plans on waiting until items like printed stationery and cards run out and decals become ratty before replacing the current logo.

“We are not repainting the water tower tomorrow. We are not going to do this in one fell swoop,” Gwiasda said.

Ames City Council members Jeremy Davis and Victoria Szopinski expressed concerns over the cost of the change. Davis wanted to know how much it would cost.

Gwiasda said she would be able to provide cost estimates after a logo is selected. She said it would take three to five years before everything is swapped out.

“We haven't budgeted an amount for it because we don't know what it's going to be and we see it being done in phases,” Gwiasda said.

Szopinski said she had received the most calls about the cost of rebranding.

“I think that is the answer we needed to hear, that it will be over time and nothing will be wasted,” she said.

The city has been discussing new logos and tag lines for more than a year. It began with a branding and visioning process in January of 2011. When complete their brand consultant suggested designing a new logo to match the community's new vision.

Various slogans have been because other communities have trademarked them and objected to Ames using a similar line.

The and the Ames Chamber of Commerce plan to use the same logo and could come up with their own color schemes.