Redondo Beach council directs staff to protect city logo, seek vendor interest
February 11, 2026 | Redondo Beach City, Los Angeles County, California
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The Redondo Beach City Council unanimously directed staff to begin drafting an ordinance to define and protect the city logo as a municipal mark and to issue a request for information to gauge vendor interest in licensing and merchandising.
Jane Chung of the city manager office told the council the city submitted trademark filings to the U.S. Patent and Trademark Office on March 12 (multiple classifications including apparel), with an anticipated approval timeline in 2026. She said the city paid approximately $14,900 to prepare and submit the application and noted ongoing maintenance fees are required to keep a registration active.
Chung reviewed licensing models used by other cities, including City of Rochester, N.Y., and Beverly Hills. She said Rochester offers simple fee-based review for both noncommercial and commercial uses, while Beverly Hills uses a branding committee and has negotiated royalty-bearing deals with national brands. Chung presented four potential next steps: adopt a protective ordinance, create a governance structure (staff or a small committee), develop a formal licensing framework with application and fee rules, and issue an RFI to test market interest.
Council members expressed a mix of priorities: protecting the mark and avoiding confusion between city staff uniforms and licensed merchandise, keeping prices affordable for residents, and choosing an approach that would be manageable for staff. Council member Behrend said an ordinance that establishes protections and penalties is important; Council member Waller favored starting with a measured RFI and using staff rather than a standing subcommittee to manage the process.
After discussion, the council approved a motion to start ordinance drafting to protect the logo and to pursue an RFI/licensing approach, with flexibility for staff to bring back RFI responses and to form a small subcommittee if needed. The motion passed unanimously, 5-0.
Next steps: staff will begin drafting the ordinance language and prepare an RFI focusing initially on local partners and an affordable retail approach. Staff told council the trademark review remains active and the ordinance is the primary legal mechanism to establish local protections and enforcement.
A copy of the staff presentation and the trademark status were filed as part of the meeting record.
Jane Chung of the city manager office told the council the city submitted trademark filings to the U.S. Patent and Trademark Office on March 12 (multiple classifications including apparel), with an anticipated approval timeline in 2026. She said the city paid approximately $14,900 to prepare and submit the application and noted ongoing maintenance fees are required to keep a registration active.
Chung reviewed licensing models used by other cities, including City of Rochester, N.Y., and Beverly Hills. She said Rochester offers simple fee-based review for both noncommercial and commercial uses, while Beverly Hills uses a branding committee and has negotiated royalty-bearing deals with national brands. Chung presented four potential next steps: adopt a protective ordinance, create a governance structure (staff or a small committee), develop a formal licensing framework with application and fee rules, and issue an RFI to test market interest.
Council members expressed a mix of priorities: protecting the mark and avoiding confusion between city staff uniforms and licensed merchandise, keeping prices affordable for residents, and choosing an approach that would be manageable for staff. Council member Behrend said an ordinance that establishes protections and penalties is important; Council member Waller favored starting with a measured RFI and using staff rather than a standing subcommittee to manage the process.
After discussion, the council approved a motion to start ordinance drafting to protect the logo and to pursue an RFI/licensing approach, with flexibility for staff to bring back RFI responses and to form a small subcommittee if needed. The motion passed unanimously, 5-0.
Next steps: staff will begin drafting the ordinance language and prepare an RFI focusing initially on local partners and an affordable retail approach. Staff told council the trademark review remains active and the ordinance is the primary legal mechanism to establish local protections and enforcement.
A copy of the staff presentation and the trademark status were filed as part of the meeting record.
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