Downtown Fullerton in the City of Fullerton offers a rustic old town atmosphere with more than 70 historic buildings, beautiful shade trees, and decorative walkways. It features sidewalk cafes, specialty restaurants, unique shops, entertainment venues, and upscale apartments, creating a comfortable setting to gather with friends, enjoy music, and catch up on the latest news. It is also home to the Leo Fender Gallery, a tribute to an American success story of a modest man whose innovations defined an entire genre of music, style, and culture. Selbert Perkins Design collaborated with the City of Fullerton to develop a new brand identity specifically for the Downtown Fullerton area. After consulting with city stakeholders and residents through meetings, conversations, and surveys, the chosen logo honors Leo Fender, the father of the modern solid-body electric guitar and a lifelong Fullerton resident, by incorporating the Fender “F” into the logo design.