The City of Monterey Park partnered with Tripepi Smith to refresh its brand identity, modernizing its logo and visual system while preserving the strong community recognition it has built over time. The effort supports a 2026 rollout focused on enhancing consistency, professionalism and digital usability across city communications.
Rather than pursuing a complete redesign, the project focused on strengthening the city’s existing identity. Through a collaborative discovery process and stakeholder engagement, the team identified key themes that define Monterey Park and translated them into an updated visual language. The logo was refined to reflect modern design standards while maintaining its familiar character, and a comprehensive set of configurations was developed to ensure flexibility across platforms.
“We are incredibly excited to share our redesigned logo and grateful to the design team at Tripepi Smith for their outstanding work,” said Assistant City Manager Diana Garcia. “From the very beginning, they were professional, thoughtful and highly responsive to our needs. They took the time to truly get to know and understand our city, its history and its community, and that care is clearly reflected in the final design.”
In addition to the updated logo, Tripepi Smith developed brand guidelines and ready-to-use templates to support city staff in creating clear and consistent materials. These tools provide a practical framework for day-to-day communications, eliminating the need to recreate design decisions and ensuring alignment across departments and channels. The effort was led by Tripepi Smith Creative Director Kevin Bostwick, who guided the logo refinement process, with Senior Graphic Designer Sean Talbot leading the development of the brand guidelines and templates.
“Monterey Park has a strong sense of identity and community pride, which made this project especially meaningful,” said Kevin. “Our goal was to build on Monterey Park’s foundation — creating a brand system that feels familiar while equipping the city with tools to communicate more clearly and consistently moving forward.”
The result is a modern, flexible and sustainable brand system that strengthens how Monterey Park connects with its residents while reinforcing its longstanding motto, “Pride in the past, Faith in the future.”
About the City of Monterey Park
The City of Monterey Park is 7.73 square miles in size and located in the San Gabriel Valley, just east of Los Angeles. Incorporated on May 29, 1916, it is a city that combines almost a century of history and tradition with a modern approach to business, neighborhoods, people and community.
About Tripepi Smith
Tripepi Smith is a California-based marketing, technology and public affairs firm that serves for-profit, nonprofit and public agencies. Its unique mix of marketing and technology prowess provides a competitive advantage to agencies seeking to leverage the internet to achieve their communication goals. The firm provides full content creation services, including: ghost writing, collateral development, photography, video production, aerial imagery, search engine optimization, email marketing campaigns and website design and execution. Tripepi Smith’s diverse clients include: City of American Canyon, City of Calabasas, City of Culver City, City of Cupertino, City of Daly City, City of Grover Beach, City of Indian Wells, City of La Cañada Flintridge, City of Lake Forest, City of Livermore, City of Malibu, City of Napa, City of Palmdale, City of Paramount, City of Tracy, CalChoice Energy Authority, California Joint Powers Insurance Authority, Santa Clara County Fire Department, Costa Mesa Sanitary District, Rowland Water District, California City Management Foundation, Renne Public Law Group, West Coast Arborists, Scripps College, Blind Children’s Center and Climatec.