Decision time for city slogan, logo

There’s still time for Federal Way residents to help decide how they want the world to think of them.

The city is in the final days of soliciting public input on proposed logos and taglines to be used in marketing Federal Way and molding its image. An on-line survey is underway at, and the city manager is taking opinions at 661-4013.

Six logos –– each design with some sort of symbol and the city’s name –– and five taglines, or slogans, were presented to the City Council May 7 by the consulting firm Leonhardt:Finch. Council members said they didn’t want to choose one of each on their own, so they asked for citizens’ comments before possibly making a final decision at a meeting next Tuesday at 5:30 p.m.

There isn’t a lot of difference in the would-be logos, and the prospective taglines all have a common theme of location. They include “Location perfected,” “Start here. Go anywhere,” “Get there from here,” “The city next door” and “It’s all within reach.”

The options emerged from four months of polls and focus groups involving city residents, businesses and community leaders. It was decided that the city’s central location in the Puget Sound region and its proximity to natural amenities should be played up, according to city officials.

Municipal boosters want to “capture those strengths and send a consistent, positive message about Federal Way and its opportunities,” said Derek Matheson, assistant city manager.

Some nearby cities have slogans. Tacoma has two –– “City of Destiny” and “America’s No. 1 Wired City.” The latter is used whenever the city promotes itself as a place to do business, especially e-commerce, a city spokeswoman said.

Kent’s slogan is “Connecting for Success.”

Auburn has hired a consultant and formed a committee to design a logo and suggest slogans.

Editor Pat Jenkins can be reached at 925-5565 and

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