The new Santa Fe County logo.

Santa Fe County has a new look. 

The county phased out its old logo of an inverted triangle with pottery in the foreground and an adobe church and covered wagon in the background.

The new logo has three color blocks: Inside of the red is stenciled pottery, inside the yellow block is the face of the new county building and in the final turquoise block is a mountain silhouette. Written underneath in brown block letters is "Santa Fe" and "County" is written smaller and sandwiched between two vertical lines. 

County spokeswoman Carmelina Hart said an in-house team designed the logo. It included Hart, County Manager Katherine Miller, Marketing Coordinator Lisa Katonak and Media Coordinator Daniel Fresquez.

"We made the colors a little bolder and a little brighter and designed our new building and traced the Sangre de Cristo Mountains," Hart said. 

With signage, business cards, flags and other gear, Hart said the cost was just under $67,000. 

She said they're trying to use leftover stationery and will replace decals on county vehicles over time to keep costs down. 

In 2017, the county spent $99,000 to modernize its logo and rebrand itself with a new slogan and marketing statement. That logo — of two mountains with a near-circle at the top — was disliked by four of the five county commissioners. Ultimately, the county scrapped the design. 

Commissioner Anna Hansen, a graphic designer, told The New Mexican at the time that she felt it was too simple. 

“I’d like really something that has some depth and feeling to it,” Hansen said. “I know that many places have gone with a much cleaner and simpler logo. But clean and simple doesn’t give you quality.”

(10) comments

jan Brooks

Santa Fe County should automatically have a policy that requires that they hire design professionals when the job requires design. The county has a population of artists what exceeds what most US towns can claim and that population includes people like David Skolkin, Michael Motley, Fred Sisneros, Bob Brady among others. They each spend each and every day doing design work for logos, books, film projects and yet they were not hired to do this job. The money involved is exceptionally expensive anyway which makes me wonder if these staff members in marketing and other fields were actually compensated for their amateur work or if it was free? Santa Fe has a great city arts commission that could advise on a fair process of putting this logo out to bid. I have to wonder why that didn't happen. Again, the point is that Santa Fe County should hire professionals when design work is needed. This is incredibly disappointing, nevermind expensive.

Eugene Murski

The money could have been used for some basic service instead of some logo that nobody really cares about.

William Craig

The adobe church on the original logo is San Miguel Mission on Old Santa Fe Trail in downtown SF, ostensibly the oldest church in the U.S. — it’s one of the last remnants of the old Analco neighborhood that was largely destroyed in the 1960s for parking lots and state office buildings (PERA, the Roundhouse, etc.).

The new county building at Grant Avenue & Catron Street is a similarly destructive exercise in adding still more deadening 9-to-5 office space on a very prime downtown location. The county government owns numerous properties all over — why couldn’t the new building have been put somewhere else?

William Craig

The original logo can be seen at https://en.wikipedia.org/wiki/File:Flag_of_Santa_Fe_County.jpg by the way.

jan Brooks

I totally agree with the. It is seriously selfish that these government workers be they county or state find it acceptable to cram some massive structure into our historic little town and think somehow that it improves things.

Pawel Fludzinski

This article discusses three logos - the new one, the original one, and the rejected one from a few years ago.... however, I only see the new logo as part of the art accompanying the article. It would've been nice to see all three for comparison purposes.

Arnold Mayberg

I wish the letters were made up of different colors also to give it more of a snap.


between 2017 and today $ 157.000 of our money was spent to create two logos for our county, with the $ 99,000 first version trashed because commissioners were dissatisfied with the approved one. since when does a state's administrative district require a logo like a supermarket product?

jan Brooks

The really appalling part is that staff members whose expertise is NOT as graphic designers would internally decide NOT to hire a professional but to take a shot at it themselves. That only perpetuates the amateur night quality of what gets produced and the expense is every bit as great. It is an insult to a community whose residents are heavily made up of visual artists and among the Santa Fe county population, there are many highly recognized designers like David Skolkin, Bob Brady or Michael Motley. It should be the policy of the county that they hired true professionals when the job requires some serious visual design skills. I really resent this "loving hands at home" attitude. Where do these staff members get off thinking they will give us a do it yourself job? My taxes dollars spent for amateur work. Sorry, makes me mad.

jan Brooks

sorry for posting twice

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