A city logo is more than just a graphic. It becomes the image that represents us everywhere — on city buildings, websites, banners, official documents, tourism campaigns, and beyond. It tells the world who we are.

Recently, the new logo for the City of Santa Cruz was unveiled, and many members of our community feel that it fails to capture the creativity, culture, and vibrant spirit that make Santa Cruz so unique.

Santa Cruz has always been known as a city of artists, musicians, surfers, sailors, designers, visionaries, entrepreneurs, and free thinkers. Our community thrives on creativity, individuality, nature, innovation, and artistic expression. From our beaches and redwoods to our local art, music, and culture, Santa Cruz has built an identity recognized and admired around the world.

Unfortunately, the new logo feels disconnected from that identity.

The current design lacks the color, originality, warmth, and artistic character that truly represent the soul of Santa Cruz. Rather than reflecting the energy and diversity of our community, it feels generic and uninspired, missing the creative essence that defines who we are as a city.

A city logo should be something the community feels proud to stand behind. It should inspire residents, celebrate local culture, and authentically represent the people who call this place home. Santa Cruz deserves a visual identity that reflects the beauty, creativity, and positive influence our city continues to bring into the world.

This petition is not about negativity or attacking the city. It is about encouraging collaboration, community involvement, and a better representation of Santa Cruz. We believe the city should engage more deeply with local artists, designers, and residents to create a logo that genuinely reflects our culture and community spirit.

We are asking the Santa Cruz City Council and design committee to reconsider the current logo and open the door for greater community participation in creating a new design that represents the heart and soul of Santa Cruz.

Together, we can create something meaningful, a logo inspired by the creativity, diversity, history, and natural beauty that make Santa Cruz extraordinary.

If you believe Santa Cruz deserves a logo that truly represents our artistic and cultural identity, please sign this petition and share it with others.

Let’s come together to help shape a visual identity that reflects the community we love and the spirit that makes Santa Cruz unlike anywhere else.