DATE: September 22, 2026
TO: Board of Supervisors
SUBMITTED BY: Paul Nerland, County Administrative Officer
SUBJECT: County Seal, Logo and Ordinance
RECOMMENDED ACTION(S):
TITLE
1. Approve and adopt one of the following options regarding the County seal and logo:
a. Retain the current County seal as the “Legacy Seal” for all official documents, and adopt the new County logo and accompanying tagline for all other print and digital branding going forward; or
b. Adopt the new County logo to become the County’s official seal, as well as the County logo, for all printed and digital branding that contains the County’s current “Legacy Seal;”
2. Conduct first hearing to amend the Fresno County Ordinance Code, Title 2, to add Subsection 2.08.090 - Use of County Seal and Logos; waive reading of Ordinance in its entirety; and set the second hearing for October 6, 2026;
3. Designate County Counsel to prepare a fair and adequate summary of the proposed Ordinance; and
4. Direct the Clerk of the Board to post and publish the required summary in accordance with Government Code, section 25124(b)(1).
REPORT
There is no additional Net County Cost in FY 2026-27 associated with the recommended actions. Recommended action 1(a) will retain the current County seal for all official documents and adopt a new County logo and tagline for all print and digital branding effective immediately after the branding guide is sent to all County staff. Any printed items and other materials with the seal will be replaced with the new logo only when stock becomes unavailable or as supplies need to be replaced due to damage or natural wear and tear.
Recommended action 1(b) will adopt the logo as the official seal for all printed materials and digital branding, effective immediately after the branding guide is sent to all County staff, and assets and other materials will be replaced on a rolling basis over the next two years.
Approval of the second recommended action will allow your Board to conduct the first hearing to add Subsection 2.08.090 - Use of the County Seal and Logos to Title 2 of the Fresno County Ordinance Code (Ordinance). The proposed Subsection would protect the County seal and logo, as well as the logos used by departments. This item is countywide.
ALTERNATIVE ACTION(S):
If either option under the first recommended action is not approved, the County will continue using the current seal for both official documents and for all printed items and digital branding.
If the second recommended action is not approved, the County will not have Ordinance in place to protect any County or department logos from misuse or misappropriation.
FISCAL IMPACT:
There is no additional Net County Cost in FY 2026-27 associated with the recommended actions. Departments will incorporate the new branding into materials and assets as they are replaced through normal business operations or due to ordinary wear and tear, using appropriations in the FY 2026-27 Adopted Budget. Any additional replacement costs will be evaluated through the annual budget process and phased in based on operational needs and available funding. For larger projects, such as signage and vehicle/equipment decals, staff will work the with the County’s Graphics Communication Services Division to obtain cost estimates and develop an appropriate replacement schedule. Sufficient appropriations will be included in future budget requests.
DISCUSSION:
On December 12, 2023, the Board executed Agreement No. A-23-651 with Two Q, Inc. (Agreement), through its JP Marketing division, for countywide media and mass communication services. The Agreement became effective upon execution with a three-year base contract and two optional one-year extensions, with a total not to exceed $10,925,000.
The County’s current seal/logo was introduced in 1964 and was designed primarily for print use. The original design predated the County’s current emphasis on public engagement; therefore, employee and community input was incorporated into the current redesign process. Since its introduction in 1964, the design has served as both the County’s official seal and branding logo. Changes in communication technology and the County’s increasing use of digital platforms have created an opportunity to modernize the design, improve branding cohesion throughout the County, and establish a more cohesive countywide visual identity.
Using the portion of the Agreement budgeted to the County Administrative Office (CAO), the CAO Communications team, under the direction of the County Administrative Officer, collaborated with Hyphen Marketing (Two Q, Inc. and formerly JP Marketing) to solicit employee and community feedback to explore a new design for the County’s seal and logo.
Of the approximately 8,000 County employees, 2,049 participated in the County’s Internal Brand Archetype Survey, representing an approximate 25% response rate. The survey results informed the development of three potential taglines, which were subsequently presented to County residents through a community survey. A total of 933 residents from all five supervisorial districts responded, with 62% selecting the tagline, “Farms to Forests, We Serve.”
Based on the survey results, multiple design concepts were developed and refined using feedback from CAO leadership and public information officers from other County departments. This process resulted in the proposed seal and logo presented to your Board.
The proposed seal, logo and tagline are intended to reflect the County’s diverse geography and communities, which span farms, forests, cities, suburbs, as well as the broad range of services provided by County employees. The contemporary design will establish a distinctive and cohesive visual identity that can be used effectively across websites, social media, print materials, and other communication platforms.
Approval of recommended action 1(a) will retain the current County seal for all official purposes and adopt a new County logo and tagline for print materials and digital branding, including vehicle or window decals, business cards, stationery, flags, banners and signage. Approval of recommended action 1(b) will adopt the logo as the County’s seal for official business as well as the logo and tagline for branding purposes. In conjunction with this recommended action, the CAO will develop a countywide branding guide for distribution alongside the correct seal and/or logos. The branding guide will serve as the standard operational manual for all departments and staff on the correct use of logos, color palette, typography, and messaging. Adherence to the guide is essential to safeguard the County’s visual and verbal branding identity and ensure it is applied consistently across every platform and communication channel. A steady practice of these standards is critical to protecting the integrity of the County’s brand and strengthening public recognition and trust.
The proposed Ordinance will control use of the County’s seal and logo, as well as recognized County department logos, by outlining who has the authority to use the seal and logos, ensuring County branding is used only for purposes directly related to the official business of the County. The Ordinance prohibits any person from displaying or using the seal or logo in a manner that creates a false or misleading impression that a communication is authorized by the County, or may erroneously convey official sponsorship or association with the County, or reasonably confuse the public as to the relationship between the County and the user of the seal or logo. The Ordinance also prohibits unauthorized use of a logo closely resembling the County’s logo, to prevent using altered versions with the intent to cause those who may be unfamiliar with the County’s logo or seal to believe a communication came from the County. The Ordinance creates penalties for unauthorized use. The Ordinance is not intended to restrict fair use of the County’s seal and logo for news, editorial, or educational purposes, or in the context of political expression protected by the First Amendment, where such expression makes clear the message is not sponsored by the County.
If the second recommended action is approved by your Board, the second hearing will be scheduled for October 6, 2026. If your Board adopts the proposed Ordinance at the second hearing, it will take effect 30 days after adoption.
REFERENCE MATERIAL:
BAI #23, December 12, 2023
ATTACHMENTS INCLUDED AND/OR ON FILE:
Ordinance
On file with Clerk - Summary of Ordinance
CAO ANALYST:
Amy Ryals