How did we become “blue and green” in the first place?

In the mid-1970s, the County embarked on a program to establish the Countywide transit system. In conjunction with this effort, the County acquired approximately nine privately- owned local bus companies. Each company had a distinct service area, name and graphic identity resulting in a fleet of mismatched buses and an array of signage. County staff was charged with developing a single brand for the new Countywide transit system.

While various colors were proposed including orange, brown and yellow, staff recommended blue and green. Why? Because they believed these colors best represented the County— blue symbolizing its water and sky; green symbolizing its lush tropical foliage.

In 1978, the transit colors were approved by the Board of County Commissioners. At the media event on Courthouse steps, Commissioners and media viewed the all-white buses with bold blue and green stripes. When reporters asked Commissioner Clara Oesterle about the new color scheme, she said, “Metro-Dade County— we're blue, green and clean!"

The next day the blue and green bus was featured in full color on the front page of The Miami Herald with the Commissioner's quote. Soon after, the County extended the use of the blue and green colors to all County departments along with the “bobsled” or “hook” logo.

In the 1990s, County departments began creating individual logos for their organizations. Many departments stopped using the County logo altogether. A 2003 review of County and department logos revealed that there were more logos in use than departments (50 departments and about 55 department logos) of various graphic designs, quality and colors.

The result was confusing to the public and promoted a “stove pipe” approach to delivering County services and programs. Marketing research demonstrated that the majority of residents lacked a basic understanding of what services the County provides or how these services benefit them.

Enabling Legislation

Recognizing the benefits of a cohesive and consistent County image, on November 6, 2003, the Board of County Commissioners accepted the then County Manager's report that outlined policy direction on the initiative to brand County government, and directed County graphic design professional staff to provide alternative Miami-Dade County logo treatments for their consideration. To ensure a uniform approach to branding, a graphic design team consisting of graphic professionals from eight County departments was assembled for this task.

As a result of this extensive process, the design team unanimously recommended that the County:

1) refresh the logo by revising the blue and green color palette;

2) include the word “County” in the refreshed design to accurately state who we are —Miami-Dade County; and

3) establish a policy mandating the use of the County logo. The usage would be defined in an official County branding style guide.

On April 13, 2004, the Board of County Commissioners adopted the refreshed County logo as the official County brand. Resolution No. R-643-04 directed the County Manager to implement the branding program, utilizing a Branding Style Guide that defined the appropriate and authorized use of the County logo. Provisions were made for co-Branding under very limited and specific circumstances.

Resolution: R-643-04

Final Action: 5/11/2004

RESOLUTION DIRECTING COUNTY MANAGER TO IMPLEMENT PROCEDURES FOR THE USE OF THE “REFRESHED” COUNTY LOGO AS THE OFFICIAL COUNTY BRAND

WHEREAS, on April 13, 2004, the Board of County Commissioners accepted the County Manager's recommendation and adopted the “refreshed” County logo as the official County brand; and

WHEREAS, the Board of County Commissioners recognized that a uniform Countywide image and brand will increase public awareness of County services provided by departments, build confidence in County government, and ultimately, increase support for County services and programs; and

WHEREAS, the Board of County Commissioners desire that the County Manager have full authority to implement procedures for the use of the “refreshed” County logo in all County departments  as the official County brand.

NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF MIAMI-DADE COUNTY, FLORIDA, that the County Manager is hereby directed to implement the “refreshed” County logo as the official County brand in accordance with the following procedures:

1.    The “refreshed” County logo will be prominently displayed on all County public information and promotional material, and particularly County assets, e.g., facility and other signage including transit signage, construction signs, vehicles, buses, light and heavy rail cars.

2.    County departments will adhere to the graphic standards outlined in the County Branding Style Guide which will be used to facilitate the implementation of the branding program in all County departments.

3.    County departments will discontinue the use of all other department logos unless they meet the criteria for continued use outlined in the County Branding Style Guide. As an example, departments with primary markets outside of Miami-Dade County, e.g., Aviation and Seaport, may be approved by the County Manager on a case-by-case basis to continue the use of their long-established department logo in conjunction with the County logo as specified in the County Branding Style Guide. Public safety departments with State statutory and other requirements for unique identifiers for their employees, e.g., badges and uniform patches, will continue to use their current identifier and incorporate the County logo with its use as specified in the County Branding Style Guide.