City feels image will upgrade with new slogan, branding

During the next several months, the city will be rolling out its new branding "look" as part of our efforts to strengthen the Roseville identity and to promote Roseville as a premier destination for families, businesses, retail stores and other economic development.The changes are in keeping with the City Council's goals to actively promote Roseville and increase the city's visibility. The changes will be as subtle as making sure printed materials produced by the city all have the same overall look and the same fonts, while others, like our city logo, will have a more dramatic facelift.As approved recently by the City Council, the city's logo will refer to our geographic locale, as in "Roseville, California" while still using the traditional rose in the letter "v." Those with a keen eye for graphic design and colors may notice a slight change in the tone of our official colors too.One of the most important changes involves our slogan. It is being changed from "Tradition. Pride. Progress." to "Always Amazing."The changes were needed to keep Roseville's identity fresh and to help give us an edge in the highly competitive field of economic development. Sometimes you may see the logo and the slogan together on marketing pieces, sometimes just the logo itself will suffice. We've also adopted a new positioning statement for the city that we'll be using to describe our town. It goes:"With a deep respect and admiration for its history, Roseville is the picture of a modern, thriving California city. Progressive, forward-thinking and managed like few others, it is a city with a close eye on the future, aligning city resources to create the ultimate quality of life. It appeals to, and attracts, lucrative business and entrepreneurs as well as individuals and families desiring a richer, more enjoyable lifestyle."It's about life. A better life. And it's about abundant opportunity available to those who choose to live and work here. Vibrant, healthy, and unfolding with promise, of all the cities across the nation, Roseville is truly an amazing place to call home. The city of Roseville, California."As part of the rollout plans, you might see some television commercials, banners or posters or other outreach efforts during the next few months as we launch the new brand and slogan.While some may think Roseville is not "Always Amazing," we do. We'll also continue to do the outstanding hard work - and go the extra mile - that it takes to make sure we live up to our new slogan.