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JUST IN: City of Austin Spends Over $1.1 Million On New “Homeless Tent” Logo!
This is unreal…
A new “low” for wasteful government, and that was already a low bar.
The City of Austin, Texas decided it needed a new logo.
So what did they do?
Go on Fiverr and hire one for $5? Heck, even $50 or $500?
Nope!
They spent over $1.1 million dollars and they took something with rich heritage and symbolism and replaced it with bland, sterile nothingness.
I have double and triple checked to confirm this is not satire, and it’s not.
This is stunningly real folks:
No, this is not satire. This is a real video of the city of Austin proudly unveiling a $1.1 million rebrand. pic.twitter.com/ipCL5DTn32
— End Wokeness (@EndWokeness) September 5, 2025
The city of Austin unveiled its new logo after spending $1.1 million of taxpayers’ money. pic.twitter.com/DSLn9da2wz
— I Meme Therefore I Am (@ImMeme0) September 5, 2025
So the City of Austin went from this:
To this:
I’m pretty sure I know why…
Do you see the Cross in the old one?
Can’t have that, certainly not in Austin.
Why they needed to blow $1.1 million is beyond me, but I guess they have money to burn.
Local KXAN adds more insight on how they blew all that cash:
“For the first time in Austin’s history, we will have a logo to represent the city services and unify us as one organization, one Austin,” Broadnax said.
Broadnax said the rebranding effort began before he arrived as city manager, but he was “glad to champion” it because “there is a very real business need for a unified brand.”
He said that currently, the city has over 300 logos representing different departments, services and programs, which can lead to confusion for the public, which can “dilute trust in the services we provide and create inefficiencies in how we do business,” Broadnax said.
The new brand was shaped by feedback from community members and city employees, according to Broadnax. He said that through community feedback sessions, city leaders learned that Austinites don’t have recognition or a strong affinity for the city seal, which had been used in place of a logo.
“We want our community members to be able to identify members of our team as city of Austin employees and trust the services we provide, whether they see the brand on a website, a utility bill, a street sign or the side of a vehicle, they’ll know exactly who it’s from and what it stands for,” Broadnax said. “Austinites told us that they value and appreciate their interaction with city staff, but they also want a modern government that reflects the community’s values and is consistent, connected and responsive across departments and services, and that’s what this brand does.”
The city of Austin sent out a press release shortly after the press conference ended Thursday morning, providing more details about the rebrand. The city’s branded assets will change gradually over the coming years, to minimize impact on the city budget, the release said.
The whole total project cost is an estimated $1,117,558 and is a part of the Austin Strategic 2023 Plan approved back in 2018. Here’s the breakdown of how that money is being spent:
Brand Vendors: $640,000
Public Awareness Campaign: $115,000
Consolidated city-wide design software for all departments: $75,582
Support staff and legal counsel – salary and benefits for a Brand Project Manager (temporary City employee) and external legal review: $186,976
Back in 2018, city council approved establishing a “consistent and clear brand” as part of the city’s strategic plan to improve communication and engagement with communities, businesses, and employees, City of Austin Chief Communications Director Jessica King said during the press conference.
“We are taking a fiscally responsible approach to transition to a new brand,” King said. “We do not expect departments to run out and buy everything with the new brand.”
According to King, city council awarded a contract to two firms to work on the design. Those were TKO, an Austin-based advertising agency, and Pentagram, the world’s largest independent design consultancy, which has an Austin office and team.
The contract was about $564,000, which King said the “vast majority of that” went to outreach engagement. The design element itself cost about $200,000.
If you’re curious like I was about what the cross and the magic genie lamp mean in the original image, I’ve got you covered:
Central Shield
Shape & Style: The shield is modeled after heraldic tradition, signifying strength, protection, and governance.
Red, White, and Blue Colors: These mirror both the Texas state flag and the U.S. flag, symbolizing patriotism, independence, and Austin’s role as the Texas state capital.
The Genie Lamp
Meaning: This is not actually a “genie lamp,” but a lamp of knowledge (sometimes called the Lamp of Learning).
Symbolism: Represents education, enlightenment, and wisdom. Austin has long been associated with education because it is home to the University of Texas at Austin (founded 1883), one of the largest universities in the nation. The lamp signifies Austin’s role as a center of higher learning.
The Cross with Wings
Design: Above the shield sits a Latin cross with wings.
Symbolism: This element reflects religious and spiritual heritage, as well as moral guidance. The wings add an element of inspiration, upward striving, and transcendence. It also pays homage to early European (especially Spanish and French) influences in Texas history.
The Red Battlement Shape (top of shield)
Resemblance: The red castellated top represents a fortified wall or battlement.
Symbolism: This recalls Austin’s defensive strength and early frontier history. It’s also connected to Austin’s role as the capital city (government, security, civic authority).
The Motto & Outer Circle
Text: “CITY OF AUSTIN” clearly identifies the municipality.
“FOUNDED 1839”: Marks the year Austin was officially founded as the capital of the Republic of Texas. This situates the city in its historic roots.
Background (not part of the seal itself)
In the image you shared, the seal is shown over a blurred view of downtown Austin, reinforcing the modern identity of the city while the seal ties to its historic foundation.
Summary:
Lamp = Knowledge, education, University of Texas.
Cross with wings = Spiritual and cultural heritage.
Shield colors = Texas and U.S. patriotism.
Battlement top = Civic authority and frontier defense.
1839 = Founding as capital of the Republic of Texas.
And if you’re curious what significance (if any) the new logo has, here’s what they claim $1.1 million will buy you:
Stylized “A” Symbol
Shape: The logo forms a highly stylized, flowing “A” for Austin.
Dual Lines: The two curved lines intertwine, representing connection, inclusivity, and balance. They can also be interpreted as bridges or pathways, symbolizing Austin’s role as a city that connects people, ideas, and cultures.
Green Curve
Suggests nature, sustainability, and environmental consciousness.
Austin prides itself on green spaces like Zilker Park, Lady Bird Lake, Barton Springs, and the Greenbelt, and the green curve reflects the city’s environmental stewardship and outdoor culture.
Blue Curve
Represents water and technology.
Water: Austin is built along the Colorado River/Lady Bird Lake, which is central to the city’s identity.
Technology: Blue also conveys innovation, tying into Austin’s reputation as “Silicon Hills,” a hub for tech companies and startups.
/ Interplay
The merging of green and blue suggests the union of nature and progress.
Austin often brands itself as a place where creativity, technology, and sustainability coexist, and the logo captures that spirit visually.
Typeface
The word “Austin” is written in a clean, modern serif font.
This balances tradition (serif = heritage, authority) with modernity (simplified, bold design).
It signals a city that respects its history but is forward-looking.
Minimalist Style
The simple, flexible design works better across digital platforms, signage, and marketing materials than the more complex old seal.
It reflects Austin’s modern identity as a creative, tech-driven, globally recognized city.
Summary of Symbolism:
“A” shape = Austin’s identity, bridges, and connections.
Green curve = Nature, parks, sustainability.
Blue curve = Water, river, innovation, technology.
Combination = Balance of environment + growth.
Font = Tradition blended with modernity.
Which one is your favorite?
Yeah, I’m not sure who needs to hear this but after this debacle and the Cracker Barrel mess, perhaps it’s wise to not do any more logo rebrands for the time being?
Just trying to help.
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