It's supposed to capture the essence of a city in a glance.
Coon Rapids' logo depicts a spunky raccoon and the Mighty Mississippi. Blaine's features a pair of majestic trees. Robbinsdale's has a sleek little bird — all in blue. Ham Lake's depicts a loon with the caption "Convenient Country Living."
Now, what represents Osseo? The city has hired a design firm to figure that out.
Earlier this month, the Osseo City Council voted to spend $500 with Heriot Creative Studio in Lino Lakes to come up with three logo designs. City officials also asked the public and student artists for input. Osseo is one of several suburbs working to define their brand.
Mayor Duane Poppe said it's time for a fresh look.
"Our logo is pretty old. I don't think it portrays the direction the city is headed. It's something that needs to be updated," Poppe said.
The current Osseo logo features the silhouette of the downtown skyline and the city's iconic clock surrounded by flowers, representing the large hanging flower baskets that blossom each summer.
The new logo could give a nod to Osseo High — the orange-and-black Orioles, the mayor said. Some feel it should include the city's historic water tower.
Members of the public have submitted some ideas. Several of the amateur designs featured the water tower and one playfully focused on the o with "O Yes! Osseo"
Graphic artist Josh Heriot, tasked with the logo redesign, said he'll do some research on the city and spend some time there before sketching and creating three possible designs. He says he knows the area well; he used to live in nearby Champlin.
Heriot has designed logos for the city of Ottertail, Minn., St. Louis County and dozens of businesses across the state.
"The essence of good branding is to stay consistent and timeless," Heriot said. "I want to create something that represents Osseo now and in the future."
A successful logo also focuses on what makes a place significant and different from its surroundings, Heriot said.
"To me, it's the fact it is a small town. It was there before Maple Grove or Brooklyn Park," Heriot said.
Osseo hopes to roll out its new logo in 2015.
In recent years, cities have been increasingly image-conscious, investing in marketing, websites, logos and promotional campaigns. Neighboring Brooklyn Park, for example, is spending $100,000 with an outside marketing and public relations firm in a major campaign.
Coon Rapids redesigned its logo in 2007, reintroducing the raccoon, which had been part of an older logo but had been deleted during one of its redesigns. The logo and the tagline "Community strength … for generations" will play prominently in the city's redesigned website, which will be launched in 2015.
"It's the name of the city and that's the history. The little raccoon does make a statement," said Stephanie Ring, Coon Rapids marketing and communications coordinator.
The updated Coon Rapids logo also incorporates a leaf to represent the recreational opportunities in the city and a river to signify its location on the banks of the Mississippi.
"Your logo and your image do resonate with people. First impressions do matter," Ring said. "Your logo should have an identity, but it's not going to say everything. If you are trying to cram too much into your logo, you can get too cluttery."
Shannon Prather • 612-673-4804