Residents criticise Californian city's minimalist new logo

Visalia isn't exactly the best known city in California. Located in the San Joaquin Valley, it's the state's 40th largest in terms of population size. But the city's new logo design already appears to be working to put it on the map, if only due to the controversy that it's provoking.

It's another case of a quite elaborate logo being dramatically simplified to create a flatter design with fewer elements (see our guide to how to design a logo). The aim was to make it more modern and identifiable, but many residents are upset over what they see as a major downgrade.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.