First citywide brand
Austin is preparing to introduce a new visual identity across city departments, unveiling a wavy blue-and-green “A” that will eventually replace more than 300 separate department logos. The branding effort follows a 2018 City Council directive to create a single, recognizable look for city services.
Launch timeline
The logo is scheduled to appear October 1 on digital platforms including the city’s website, newsletters, and social media channels. Physical changes such as uniforms, vehicles, and signage will be phased in over time. Emergency services will keep their current emblems to ensure clarity in critical situations.
Price breakdown and design team
City documents place the cost of the rebrand at about $1.12 million. That figure includes $200,000 for design work, $640,000 for vendor contracts, and $115,000 for public education campaigns. The logo system was developed by Pentagram in partnership with Austin-based TKO.
Meaning behind the design
According to city leaders, the colors and shapes reference Austin’s environment, from its hills and rivers to its bridges. City Manager T.C. Broadnax said the goal is to reflect a sense of unity and provide a single image for “one Austin.”
Community response
Reaction has been sharply mixed. Supporters describe the logo as a modern update, while critics online compared it to generic corporate branding. U.S. Rep. Chip Roy denounced the price tag and questioned whether the city should be investing in rebranding instead of public safety. Design professionals note that a logo’s power often develops over time as people connect it with their experiences.
What remains
While the new design becomes Austin’s primary mark, the century-old city seal adopted in 1916 will stay in use as a historical emblem. City officials argue the streamlined branding will make government services easier to identify and present a clearer public face going forward.
