Keyline Transit Rebranding ProcessTHE CITY OF
Dui
Masterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Progress of the Keyline Rebranding Process - Top Five Names
DATE: September 2, 2010
WeGo
The Jule
Bob (Big old Bus or Bus on the Bluff)
The Current (after the river)
The dot (Dubuque Transit)
Rounding out the top ten names are:
Dubuque Green Machine
First in Transit (FIT)
Access
5 Flags Transit
Tri Link Transit
Dubuque
kittill
All-America City
11111 2007
The City Council approved the rebranding process for Keyline during their July 6, 2010
City Council meeting. Since the Council approved the process, a rebranding committee
has been appointed comprised of private citizens and one City Council person, Joyce
Connors. A public brainstorming session was held where over 30 individuals attended.
Containers were placed in several locations requesting public suggestions. In total, 120
naming suggestions were received. The people attending the brainstorming sessions
narrowed the 120 names down to ten through a voting process. From the top ten list,
the rebranding committee members voted for their favorites via an e-mail survey and
the list was narrowed to five. The top five names are:
Economic Development Director Dave Heiar and East Central Intergovernmental
Association Executive Director Kelly Deutmeyer would like City Council input to help
identify the top five names so that additional work can be done on those names. The
next step in the process is to design logos and color schemes for the top five names
and go back to the public for further input and a vote.
The selection of the final name is the decision of the Dubuque City Council.
I concur with the recommendation and respectfully request Mayor and City Council
approval.
Michael C. Van Milligen
MCVM:jh
Attachment
cc: Barry Lindahl, City Attorney
Cindy Steinhauser, Assistant City Manager
Dave Heiar, Economic Development Director
Kelley Deutmeyer, Executive Director, East Central Intergovernmental
Association
Barbara Morck, Director of Transit Operations
Randy Gehl, Public Information Officer
MEMO
TO: Michael C. Van Milligen, City Manager
FROM: Kelley Deutmeyer, Executive Director
David Heiar, Economic Development Directo
RE: Progress of the Keyline Rebranding Process — Top Five Names
DATE: August 26, 2010
Thank you for your consideration.
Purpose
The Purpose of this memo is to update you on the progress of the rebranding process and to
obtain your feedback as well as the City Council's feedback on the top five names.
Background
The City Council approved the rebranding process for Keyline during their July 6, 2010 City
Council meeting. Since the Council approved the process, a rebranding committee has been
appointed comprised of private citizens and one City Council person, Joyce Connors. We have
held a public brainstorming session where over 30 individuals attended. We also placed
containers in several locations requesting public suggestions. In total, we received over 120
naming suggestions. The people attending the brainstorming session narrowed the 120 names
down to ten through a voting process. From the top ten list, the rebranding committee members
voted for their favorites via an email survey and the list was narrowed to five. The list is below:
Top Ten Names After the Public Input Meeting (Top Five Names are in Yellow)
WeGo
Dubuque Green Machine
First In Transit (FIT)
The Jule (after Julien Dubuque)
Bob (Big old Bus or Bus on the Bluff)
Access
The Current (after the river)
5 Flags Transit
Tri Link Transit
The dot (DubuqueTransit)
Our next step in the process is to design logos and color schemes for the top five names
highlighted above and go back out to the public for a vote to select the winning name, logo and
color scheme. The top five names and the winning selection with the most votes will be
presented to the City Council at their November meeting for final approval.
ACTION
Prior to ECIA staff developing the logos and color schemes for the top five names selected to
date, I am seeking your input and the input from the City Council to proceed. I do not want to
spend a lot of staff time on the top 5 names in developing the logos and color schemes if the
names are not acceptable to the City Council. I would ask for your input and the input of the
City Council prior to proceeding.