(The following story by Brandon Formby appeared on The Dallas Morning News webiste on May 10.)
DALLAS — Most Frisco residents won’t recognize a city logo that’s about to be rolled out in a $200,000 branding campaign. But the design is anything but new.
The City Council has adopted a red logo that’s a throwback to the town’s origins. It pays homage to the mark used by the St. Louis, San Francisco and Texas Railway, commonly called the Frisco. The Collin County city was named after that rail line, which implemented the logo more than 100 years ago.
City spokeswoman Dana Baird said officials wanted a logo that reflects the city’s century-old roots.
“Many of the people here were not aware of Frisco’s history, that Frisco was more than five or six years old,” she told council members.
Burlington Northern Santa Fe, which absorbed the Frisco railroad, owned the rights to the logo and gave the city permission to use it. The design will be accompanied by a tagline that reads, “Progress in Motion.” Ms. Baird said that slogan can change over time, depending on the city’s stage of growth.
Mayor Mike Simpson said he’s shown off the new logo around town and people have said they like it. But many had a follow-up query after getting a good look.
“Their question was, ‘What is the logo now?’ ” he said.