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Residents Oppose Re-Branding Residents’ reaction to the council’s re-branding of Mission Viejo is practically unanimous. The city is paying an image consultant more than $52,000 for poor suggestions and a clip-art-style logo. On. Dec. 3, the council bought bad ideas with a 4-1 vote, and the lone “no” was with regard to future costs, not the rejection of bad ideas. Anyone who caught a glimpse of the image consultant’s presentation could see she was in the dark about the city. The kind of information she “discovered” can be read on the city’s Website or learned with a brief drive around town. As an example, she said the new logo of a tree is the epitome of Mission Viejo because the city has many trees. She said she could relate to Mission Viejo because she was born (elsewhere) in the same year the community of Mission Viejo began, and her dad bought a house (elsewhere) at the same time. Instead of laughing out loud, council members approved the “next steps” to implement her plan. In sharp contrast, the city’s real image-maker – the Mission Viejo Co. – lived and breathed the creation of Mission Viejo’s unique Master Plan, image and design. The Mission Viejo Co. had expertise, wisdom and sensitivity. The buffoons who have come along later to destroy the integrity of the Master Plan are undermining the reasons people want to live here. I would be happy if the council did nothing but oversee essential city services and pay the bills. I would be even happier if council members would keep their campaign promises and represent the residents. Connie Lee |
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