The City of Austin spent a million bucks on a rebrand that everyone is laughing at

Image for article: The City of Austin spent a million bucks on a rebrand that everyone is laughing at

Joel Abbott

Sep 5, 2025

Austin officials just told Cracker Barrel to hold their beer:

BRO šŸ˜‚

The city's official seal was adopted in the early 20th century and features colors that mirror the Texas and American flags, reflecting Austin's heritage. The oil lamp is a symbol that reflects knowledge and learning. Behind a cross is the silhouette of the state's capitol, reminding people that Austin is the seat of Texan government.

The cross surrounded by angelic wings is a reminder of the city's historic Christian faith and is taken directly from the family coat of arms of Stephen Austin, the "Father of Texas."

Austin Family Coat Of Arms

As for the new logo, it was designed by a firm called "Pentagram" (no joke). A partner for the company says the backlash was "completely expected," but the city still wanted a redesign that is "both authoritative enough for the city government and representative of the average Austinite." It also wanted to express the familiar tagline "Keep Austin Weird."

So instead of a nod to Texas' founding and heritage, Pentagram ended up designing a generic A-shaped swoosh to remind people that the city has ... hills and bridges.

Even more amazing is the fact that it took $1.1 million and 7 years for this redesign.

A few more reactions:

The old seal will continue to be used for formal occasions ... for now.


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