
I can’t remember what the logo above was printed on. I labeled my photo “RochesterLogoAtBeach.” We see the blue “Billieve” banners everywhere, but I had never seen this one. The Rochester logo, or more accurately, mark, was designed fifty years ago by Lee Green, the city’s first full-time graphic designer.
“City Mark: A Rochester Icon” had a week-long run at the Little and aired last week on WXXI TV. It is available to stream now on the PBS app. I highly recommend it. Not only is it interesting as a design exercise, it explores how the logo, over time, became a symbol of pride in the city.
Aaron Costa, owner of skateboard company KrudCo, has a segment in the movie where he talks about using the city logo on skateboards and getting a Cease and Desist letter from the City. That hit home for us. Peggi and I managed The Refrigerator when the zine went digital, and somewhere around 2000 we used the logo in a section called “Rochester Beat.”
We received this letter by email:
Subject: Use of City Logo on your website
Hi, that’s our city logo on your website. Please give me a call so we can talk about it. Thanks.
Ted Capuano, Assistant to the Director, Bureau of Communications, City of Rochester, New York
We blew it off and then got another email.
Subject: “Rochester Beat.” Dear Refrigerator,
Subject: Re: Registered Rochester City mark on website.
Hi, This is the second time I’ve emailed you about the use of the City’s mark on refrigerator.net. Please take down the City mark from your website. If you’d like to discuss this, please feel free to contact me.
Thanks, Ted
I did not want to discuss it, so I took it down and put up a close-up photo of the City logo on our green trash container.
Today the City is much freer in its usage policy, and the logo can be found everywhere you look, on city infrastructure, clothing, jewelry and thousands of tattoos (like the one on our nephew’s index finger.
The logo was first used around the time we moved here (moved back here for me) and at a time when the big industries were leaving the city. There were people back then who continually complained about the city. All I could think was, “Then get the hell out.” The second half of this movie makes clear how those who live here now have an overwhelming sense of pride in the city.
The minimalist design looked rather corporate back in the day. Fifty years later I appreciate how it combines the water wheel for the “Flour City” and the five-petaled flower for the “Flower City.” And that Believe graphic in my photo above looks pretty damn good.
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