City council votes 7-0 to trademark a phrase it has owned since 2008

A Bold New Identity, Again

The Huntington Beach City Council voted unanimously this week to rebrand the city as “Surf City,” apparently unaware that it has held the trademark to “Surf City USA” for over fifteen years and prints it on every lamppost.

The motion passed in under four minutes, with no member noticing the enormous banner reading “Welcome to Surf City USA” directly behind the dais.

Officials Defend the Decision

Councilman Roy Plankerton called the rebrand “a fresh start.” When a reporter pointed at the banner, Plankerton studied it for a long moment and said, “Huh. Well, now it is official official.”

The city’s Department of Civic Branding confirmed it will spend 1.2 million dollars updating signage to read exactly what it already reads, plus a new tagline: “Surf City: Still Surf City.”

Residents Take It in Stride

Longtime local Marge Tillerson shrugged. “They rebrand every few years. Last time they renamed Main Street to Main Street. The plaque ceremony was lovely.” She added that the free hot dogs make any redundant ceremony worthwhile.

Legal Complications

In a twist, the city’s own trademark lawyers issued a cease-and-desist to the city for infringing on the city’s existing trademark. The matter will be settled in a meeting where, sources confirm, no one will read the banner. The hot dogs, at least, are confirmed.