Reporting By Amy Meyer / Mineral Wells Area News
The City of Mineral Wells’ rebranding project has entered a pause as officials weigh next steps after four proposed logo designs received a mixed response from the community.
The city hired Black Dog Designs earlier this year to refresh its logo and branding after a competitive review process that drew 28 proposals. Focus groups and surveys were promised to give residents and business owners a voice in the design process.
In September, the city launched an online survey asking residents to rank four proposed logo options. Each design featured a modernized take on “Mineral Wells,” with new typography and graphic icons.
The Options
- Option A: Interlocking “M” and “W” forms representing community and connection.
- Option B: Rounded lettering and arc shapes designed to feel welcoming.
- Option C: A modern, angular icon paired with historic-style lettering.
- Option D: A stacked “MW” and “TX” emblem in badge-style format.
Community Reaction
While the survey gathered feedback directly, the city’s Facebook post announcing the designs drew a wave of public criticism.
Dozens of residents questioned the look of the logos, while others raised concerns about the cost of implementing a new design. One commenter described the options as “generic and nothing that reflects our community,” while another wrote that funds should go toward “fixing water rates and potholes before changing logos.”
Others suggested the city should keep its current logo or involve local artists and students in the design process, arguing that the community itself could produce work that better reflects Mineral Wells’ character.
City officials said they are listening to both supportive and critical voices as they review next steps.
City Response
City Communications and Marketing Manager Brittany Brown said officials are weighing all the feedback received through both the survey and social media.
“The survey gave us a mix of both positive and negative feedback, which is exactly why it was important—to provide a broader picture of the community’s input as we consider next steps,” Brown said.
She noted that rolling out a new logo would be done in phases to help manage expenses. Hotel occupancy tax funds could be used for costly signage updates, and the design package also includes logos for individual departments and digital templates, not just the city’s main logo.
Brown said the city will hold another stakeholder focus group in the coming days to review the feedback before deciding whether to move forward with revisions or new concepts.
Next Steps
For now, the rebranding project is on pause as city leaders consider the results of the survey, the strong online reaction, and input from upcoming stakeholder meetings. Officials say those discussions will determine whether Mineral Wells moves forward with revisions to the current designs or explores new concepts altogether.