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New El Centro logo promotes desert, water, agriculture

March 21, 2002|By RUDY YNIGUEZ

Staff Writer

The city of El Centro has a new logo.

A replacement was chosen because the former logo was trademarked by the El Centro Chamber of Commerce & Visitors Bureau and city staff thought it would be difficult to comply with the chamber's request that trademark information be included on city letterhead and business cards because of limited space.

The City Council voted unanimously Wednesday to adopt the new logo.

The new logo is circular. On the upper half of the circumference are the words, "City of El Centro." On the left side is an outline of California. Filling the bottom half and extending from the state outline to the right side are colors representing desert, water and agriculture. A sunburst, on the upper right side, with one ray points on the map where El Centro is located. In that location is a gold star. Partially wrapped around the bottom are the words, "Shining with opportunity." All of the writing and the sunburst are gold-colored. There are small words in black that say, "Incorporated 1908."

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Bill Gay, owner of Reliance Communication, which designed the logo, said the logo must fit on the side of city vehicles, as well as on city letterhead and business cards and be usable in black and white.

After several suggestions by council members, the new logo was approved.

The new logo, under design for several months, replaces the Sun Man logo with the words "Where the sun spends the winter."

For the city to continue to use the logo on its letterhead and business cards, the chamber asked the city to include an ® symbol next to the logo and the words "registered trademark of the El Centro Chamber of Commerce & Visitors Bureau."

In other business, the City Council tentatively approved an amendment to the city's general plan, change in land-use designation, negative environmental declaration and rezoning of property at 1751 W. Adams Ave. The owner is proposing to build about 80 units of multiple- family residences. After the council's action becomes final, the land will be zoned high-medium-density residential and no longer general commercial and low-density residential.

The City Council delayed action on the master bicycle plan on advice of the city attorney, who reportedly said proposed revisions are substantial enough in nature that the plan should go back to the city Planning Commission. Certain aspects not affected will move forward.

Finally, the council temporarily suspended fees for the use of lights at city ball parks. Representatives of the Imperial Valley Softball League told the council the fee would force the elimination of the winter season. The council directed city staff to re-evaluate the fee and develop new user fees.

>>Staff Writer Rudy Yniguez can be reached at 337-3440.

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