Logo ReDesign- Questions?

So... before one starts to design a logo, it's a sorta kinda maybe important to do some research. If a logo is going to be successful, it has to represent the brand/product/entity properly and it has to appeal to the desired demographic. The only to figure out how to do these things through a workmark and/or logo is to really dig deep and ask lots of questions. Here are some as they relate to my redesign of the City of Madison logo.

Who is the audience?-  Mainly and simply, the residents of Madison. This logo is the official City of Madison logo. It's not for a business or a company, it's for an e

ntire city. The City of Madison website (www.ci.madison.wi.us or www.cityofmadison.com) has resources mainly for people who already live in Madison, but also has some for tourists and potential residents as well. Knowing Madisonians, the majority of the people who already live in Madison have an unusually strong connection to the city in which they live, so this logo needs to speak to and reinforce their love of and pride in the city. For those people who may see the logo, but don't live in Madison, the goal of the logo is a little different. Rather than reinforcing a positive emotional connection to Madison, the logo needs to help create or encourage one.

What are you conveying?- This is a tricky and complicated question. First off- this is an official Ci

ty of Madison logo, so it needs to conveying at least a little authority or professionalism. However, knowing Madison with it's laid-back style and relaxed nature and from looking at the current logo, which has neither of these traits,

 this is an idea we can consider loosely. Second- Madison is know for it's eclectic, progressive, and, well, "hippy" ways. A very rigid, official logo just wouldn't be appropriate.  The logo needs to convey a the spunk and uniqueness that Madison is so proud of. 

Why is it important?- While this question was largely answered in the paragraph about the audience, I'll rehash a little bit. The logo is put on official Madison documents, the Madison government website, and other pl

aces where it is necessary to simply represent Madison. Whether that be to current residents who are fiercely proud of the city, or to potential residents who are just discovering Madison, or to an official government worker who is reading an briefing sent straight from city hall, with a couple words and an image the logo needs to say what Madison is all about. Which is a mouthful.