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Hermosa's Next Logo

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The City of Hermosa Beach will soon undertake several efforts and initiatives that rely upon the graphics and branding of the City including an overhaul of the City website, upgrading or installing new gateway signage and corridor enhancements, and updating signage at civic facilities and parks. Hermosa Beach also has a desire to establish and provide consistent standards to distinguish official city communications and to protect our visual identity from modification or use without permission of the City.  
study session was held in February 2018 where the City's past signage, logos, and the City Seal were reviewed and discussed. Please note that the City Seal pictured below is not proposed to change with this effort and will remain in use to distinguish official City communications or representatives (i.e. business cards, letterhead, uniforms). 

Hermosa Beach City Seal
Last year, the City of Hermosa Beach released a call for artists to submit designs for a refresh of the City logo that brings graphic consistency to the logo and also retains some of the character-defining features of the existing logo that are near and dear to the Hermosa community. The call for artists was open for submissions for approximately six weeks and a total of 48 entries were received.

The City, with help from local stakeholders (presentation to stakeholders), narrowed the field from sixteen to four finalists and in August 2019 selected a winning designer, Daniel Inez. 

In January 2020, refinements to logo created by the winning designer will be presented with two options for the City Council to determine a preferred concept. Once a concept is selected, the City and Daniel Inez will prepare a style guide that articulates the graphic standards and proper use of the logo and other brand elements.  

The two options presented to City Council are illustrated below and provided in the January 28, 2020 staff report. You can read the report and provide your feedback on which option you prefer by visiting

Option A

Logo Option A


Option B

Logo Option B