Austin’s $1M Logo Redesign Draws Fire: Rep. Chip Roy Slams ‘Woke’ Rebrand

This week, the City of Austin unveiled its inaugural unified logo, but the $1.1 million rebranding initiative is encountering significant backlash from residents and political figures alike.

A fresh design featuring a wavy blue and green “A” has been revealed, representing the city’s rivers, bridges, and natural surroundings. This unveiling on Sept. 4 is part of a long-term effort to consolidate over 300 distinct city department logos into a unified brand. City officials announced that the redesign aims to create a cohesive communication strategy across various platforms, with a phased update of physical assets, including uniforms, vehicles, and signage, starting on October 1, 2025.

Rep. Chip Roy, R-Texas, delivered a strong critique of the initiative during his appearance on The Will Cain Show. “If the leaders want to go spend a million dollars on a rebrand, get rid of a cross and make it some sort of, you know, a woke-looking band emblem,” Roy stated. He contended that the city was focusing more on symbolic gestures rather than addressing pressing issues such as crime and emergency response.

“There are individuals in Austin whose 911 calls go unanswered,” Roy continued. “There are individuals who have observed a rise in criminal activity in Austin due to the efforts to reduce and diminish the police force.”

According to KXAN, budget records reveal that the total expense for the rebranding effort amounts to $1,117,558. The allocation comprises $200,000 designated for design efforts, $640,000 earmarked for vendor services, and $115,000 set aside for public awareness initiatives.

Jessica King, the Chief Communications Director of Austin, stood by the initiative, explaining that the colors and imagery drew inspiration from the city's "violet crown skies" and "green canopies." City Manager T.C. Broadnax emphasized that the project signifies a historic moment of unity for Austin.

Designer DJ Stout of Pentagram, involved in the project, characterized the endeavor as “the ultimate design by committee” and recognized that Austin’s progressive political atmosphere influenced the process.

The response online came quickly and was predominantly negative. Some likened the logo to a homeless tent, a biotech company's rebranding effort, or even an emblem reminiscent of Cracker Barrel. A resident expressed their opinion to KXAN, stating, “The new logo sucks.”

Some individuals, on the other hand, commended the redesign for its minimalist and modern approach, suggesting it provided a more streamlined appearance in contrast to the city's previous collection of department logos, which were considered outdated and inconsistent.

The City Council initiated the rebranding initiative in 2018 to establish a unified brand identity. Authorities emphasize that the gradual implementation will mitigate financial effects by initially focusing on digital platforms, followed by a gradual shift of physical resources.

The question of whether the new “A” will gain the approval of skeptical Austinites is still open. Still, currently, the introduction of the logo has certainly generated as much buzz as the design itself.