The city of Sarasota is advancing a plan to update its logo and seal.

On November 15, the City Council approved a $25,000 design service contract with DreamLarge Company in Sarasota.

DreamLarge, a company that provides marketing assistance and other services to non-profit organizations, plans to update the city logo. The company will also launch a community project that will lead to a design competition in which the public can submit possible seal designs.

The current seal depicts a fish and other objects, as well as the words "May Sarasota Prosper" and the year the city was founded, 1902.

Background: Is it time for Sarasota to have a new logo and seal? The municipal committee members think so

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"I think our seal needs to be updated urgently," said Commissioner Hagen Brody.

Brody also wants to update the city logo because he believes Sarasota is "very different" from when the current logo was created in the 1980s. The sign depicts Michelangelo's David, a copy of which is located in the John and Mabel Ringling Museum of Art.

Mayor Erik Arroyo also stated that he did not like the Davidic city logo design.

"When people think of Sarasota, they no longer just think of the Linlin Museum," Arroyo said. "There are many more here. I think this bridge-Linlin Bridge-is more iconic to the city of Sarasota than Linlin Museum."

Commissioner Kyle Battie hoped that the seal and logo would represent the diversity of the city. He pointed out that Arroyo is the youngest mayor in the city's history and an immigrant. Batty also pointed out that African-Americans hold leadership positions in the city, including him.

He said: "As far as where we are, I think the city is moving in this order and direction." He added that the city is trying to become more progressive, diversified and ambitious.

Jen Ahearn-Koch voted against signing a contract with DreamLarge because she did not know how much it would cost to launch a new city seal and logo. She thought it might be expensive.

City manager Marlon Brown told the committee that he did not want to bear a certain cost. He pointed out that the price will depend on the complexity of the logo created.

He said that the new seal and logo will be gradually implemented. Whenever the city government purchases new uniforms and vehicles, new signs will be affixed to these items.

Therefore, the cost of launch may not exceed what the city normally spends on vehicles and uniforms, Brown said.

Anne Snabes reports for the city and county government for Herald-Tribune. You can contact her at asnabes@gannett.com or (941) 228-3321, and follow her on Twitter at @a_snabes.

This article originally appeared in the Sarasota Herald Tribune: The City of Sarasota plans to revise its seal and logo

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