New Logo, Opinions, and Pensacola.

The Opening Line

Good morning, Pensacola. The results of our pizza poll are in, and Tuscan Oven and Sky’s Pizza tied for our readers’ top spot. Thanks to everyone who emailed in places we didn’t include. I heard multiple recommendations for Boomerang Pizza in Milton (I’ve been - it’s solid) and for Beach Buzz and Lillian’s Pizza near Perdido Key. I haven’t tried those yet, but they’re officially on my “to try” list.

In today’s line:

The Digest - Pensacola Logo and Branding - my thoughts and I want to get yours.
What is happening around town
Adoptable Pets for this month - Timber and Smokey
The music line - local music coming up

Thank you for reading. If you own a great local business and want to reach your local community, we offer section sponsorships. Reach out anytime at [email protected].

— The Bay Line Crew

The Digest

A friend and I were eating breakfast at Bagelheads last week when the Pensacola rebrand came up. It felt like one of those topics everyone suddenly has an opinion on, so I figured it was worth a closer look.

If you missed it, about two weeks ago the mayor unveiled new branding for the City of Pensacola. What followed was a surprising amount of backlash. That said, if logos and branding are the biggest issues the city has been arguing about lately, we might actually be doing okay.

City Rebrand Page: https://cityofpensacola.com/3645/City-Rebrand

New Logo

The city spent approximately $25,000 on the rebrand. This was more than just a single logo, but an entire brand system. They hired a local graphic design firm, HatchMark Studio, to do the work.

Some city council members voiced frustration that they weren’t included in the process, only for it to later come out that they were invited to collaborate almost a year ago. The mayor even resent the original email as proof. I’ve had the urge to forward an old email to a coworker more times than I can count, so… I get it.

Old Logo

I spent some time reading through the public comments, and there were a few memorable ones. My personal favorite: during city press conferences, the logo in the background makes it look like everyone is wearing an Indian headdress. I just watched last week’s press briefing and it definitely does. That one might be solvable with a screen or podium adjustment.

Other complaints ranged from tax dollars being wasted, to people feeling left out of the process, to NBC no longer using the logo, to Wyndham Hotels wanting their logo back, to the classic “I could’ve done this with AI.”

There were more comments on this post than almost anything else the city has shared recently, and if I had to summarize the tone, I’d say the majority leaned negative. A lot of people focused on Pensacola being the “City of Five Flags” and argued that this history should always be front and center (ownership among five different governments: Spain, France, Great Britain, the Confederacy, and the United States).

What do I think? I like it.

The previous branding was last updated in 2012, and a lot has changed since then. Whether people like it or not, the city is growing, evolving, and modernizing. I like the shell/sun concept and the flexibility of the system across different departments. Some color variations don’t work for me—there’s one version where the center looks a little too much like an exclamation point—but overall, it’s solid.

I applaud the city for choosing a local design company. I also think the cost is reasonable for a full branding system, and I suspect there was more collaboration involved than people are giving credit for, especially if the process really did take a year. It’s easy to default to “I don’t like it” instead of trying to see the good qualities in something.

The city says they will use the old logo more as a formal seal in certain places, I think that could help bridge the gap between old and new. The branding seems to offer something for everyone—beach, military, history, and a more playful side of the city. While I don’t love every detail, it was a tough job, and I think they did it very well.

What do you think? I have put a poll at the bottom of this section so you can let me know. I will put the results in next week’s newsletter.

What do you think of the new City of Pensacola Branding?

Nothing in this section is sponsored. They’re just the things you need to know. I’ll always let you know when something’s sponsored.

Around Town

Valentine Charcuterie Class – Cantonment - February 6
Grab your tickets and secure your spot for a fun, creative evening crafting a Valentine-themed charcuterie board designed to serve 2–3 people. You’ll take home a heart-shaped wooden board keepsake, enjoy a coffee or drink from The Parking Latte, and build your board alongside a DIY mimosa bar (bring your own champagne—juice, fruit, and glasses provided). Add-ons include fresh bouquets from Pensaflora Blooms’ flower truck and permanent jewelry or charm designs from End Game Jewelry. Perfect for Galentine’s, date night, or a fun solo outing. Tickets are limited.

Glaze and Graze: Galentine’s Day Gnomes – The Makery (Pace) - February 13 | 6:00 PM
Flex your creative skills with this paint-your-own pottery night, guided by Color Me Mine. Each guest will glaze a pre-made, bisque-fired gnome while enjoying a girl-tastic charcuterie board from The Makery. No experience needed—just come ready to relax, be creative, and leave with something fun and functional for your kitchen. Finished pieces will be kiln fired and ready for pickup within two weeks. Also coming up: an Easter Lamb Cake Decorating Class on April 2.
(Link provided by venue)

Floral Design Class – Pensacola State College - February 6 (Main Campus) & March 3 (South Santa Rosa Center) | 6–9 PM
Create your own floral centerpiece while learning basic design principles and how to choose appropriate materials. All supplies are provided during this three-hour class. For questions or in-person registration help, visit Building 96, Room 9612, or contact the college directly.

The Bridal Bash – A Wedding Event Like No Other - February 6 & 7
Future brides can connect with top wedding professionals in a relaxed, no-pressure environment. Friday’s Mix & Mingle runs from 5–8 PM, followed by the Bridal Show on Saturday from 10 AM–2 PM. Brides attend free, making this an easy and fun way to gather ideas and meet local vendors.

West Coast Swing at Ragon Hall - February 7
Join the Pensacola Swing Dance Society for monthly West Coast Swing workshops and a social dance. Justin Grubbs leads the workshops, with Taylor Morton spinning tunes all night. A free two-hour beginner track is included with purchase. Warm-up, workshops, and dancing run from early evening through 11:30 PM. Pay at the door, with discounts for college students.
(Link provided by organizer)

Live Oak Pottery Workshop – Pace - February 7 | 10:00 AM–Noon
After the first workshop sold out, Live Oak Pottery is hosting a second hands-on class where you’ll create a one-of-a-kind pottery piece using beginner-friendly techniques. Bring a treasured doilie (or use one provided) to add texture and detail. Pieces will be glazed after class and ready for pickup the following week. Light refreshments included, and all supplies are provided.

Santa Rosa Beekeepers Association February Meeting - February 19
All beekeepers—and those curious about beekeeping—are welcome to this monthly meeting featuring a potluck dinner from 6:00–7:00 PM. A mini newbie beekeeping class runs from 6:00–6:30 PM, followed by a discussion on swarms, including trap building, hardware, and essential hiveware. A great chance to learn, connect, and share with the local beekeeping community.

A Taste of Ireland – Saenger Theatre - February 21 | 7:30 PM
This high-energy Irish music and dance sensation returns with world-class performers from Riverdance and Lord of the Dance. Expect a lively mix of traditional and modern Irish dance, live music, storytelling, and a touch of Irish wit—all wrapped into an unforgettable stage production.

Mardi Gras Parades - February 13 - Krewe of Lafitte Parade. February 14 - Grand Mardi Gras Parade. Due to the Palafox construction the parade route has been adjusted.

Up Close Magic with Nathan Nickerson - February 20 - Magic at the Gordon - Join magician Nathan Nickerson at the card table and witness unforgettable sleight of hand and impossible moments happening in your own hands, just inches away. This is not a stage show — it’s an intimate, adults-only magic experience where every seat is part of the performance.

Gulf Coast Renaissance Fair - February 28-March 1, and March 7-8- At Five Points Speedway. We have not been to this event but it looks like they are trying to have something for everyone with the standard renaissance fair, Wild West round up, and Pirate Fest. It is a ticketed event. Looks like $20 (or $35 for the weekend) for adults and $10 (or $15 for the weekend) for kids.

Pensacon- Feb 20-22 - Pensacola Bay Center and additional venues - Pensacon is the Gulf Coast’s premier pop culture convention celebrating the worlds of science fiction, fantasy, horror, comic books, cosplay, animation, video games, books and much, much more. The three-day event draws tens of thousands to downtown Pensacola and takes place across multiple venues

Nothing in this section is sponsored. They’re just the things you need to know. I’ll always let you know when something’s sponsored.

Dog and Cat of the Month

Once a month we want to share a local sheltered dog and cat that are up for adoption.

Timber is a little over one year old and is a big boy at about 88 pounds. He is dog friendly and kind of a dream to walk on a leash. He is a big sweet boy. They are not sure of what the breed mixes are but do know he is a quality guy! He is at the Santa Rosa County Animal Shelter. 4451 Pine Forest Rd. Milton, FL 32583. 850-983-4680.

Smokey is a medium-sized, neutered male. We were struck by the him being that consistent dark grey color all over. Kind of cool, or kind of spooky. He is a young adult at the Escambia County Animal Services, 200 West Farfield Dr. Pensacola, FL 32501. 850- 595-3075