Ava Rakowski 
During the penultimate Bradley Beach Town Council Meeting of 2025, the council approved a new logo design for the Borough of Bradley Beach. This new symbol, depicting the well-known and well-loved gazebo on 5th Avenue, will serve as the official town logo on all municipality websites, trucks, and other public structures. Read on for more about the new logo and what it means for residents.
About the New Logo
With many deeming 2026 as a year for rebranding, Bradley Beach is following suit and implementing this new logo to add a sense of continuity throughout the town. Councilman John Weber, who was largely responsible for this facelift, assembled a team of council members and town residents to discuss what new logo could best represent the town. Members of this team included Bradley residents Melissa and Shane Butler, Amy Hall, Kathy Smith, Council President Jane DeNoble, and Councilman John Weber. This multi-year process of creating a more cohesive brand stemmed from the residents’ observation about the lack of a continuous logo within the Borough of Bradley Beach.
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“If five trucks pulled up to an event or incident and they’re all from Bradley Beach, you couldn’t tell because there’s a different logo on each one… We have to make it so there’s a standard for everybody,” says Councilman Weber. This gazebo logo creates that sense of continuity, even across different organizations within the town. Instead of having a shell for one organization, another with ocean waves, and a third with a sand dollar, each organization will have one common design that can later be altered to demarcate its specific organization within the town.
The gazebo located at 5th Avenue and Ocean Avenue encapsulates the sense of togetherness felt throughout Bradley Beach. From live music performances to intimate wedding ceremonies, this inclusive space has been a pillar of the community for many years. The lettering for this logo is ADA accessible, as is the gazebo itself. The structure was remodeled many years ago to make it wheelchair accessible to all visitors. A meeting space that is truly meant for everyone makes for a great option to represent the town as a whole.
“The gazebo symbolizes community, celebration, and joyous occasions. It symbolizes a safe haven and peaceful escape from the hustle and bustle of daily life. You see the gazebo, and you think: Bradley Beach,” says Amy Hall, member of the committee who worked on this logo. A born and raised Bradley resident, Amy began working with the town about 10 years ago and was asked by Councilman Weber to take part in this project. Her deep roots in this town, love of the community around her, and passion for showcasing the best of Bradley made her an outstanding fit for this project.
This symbol, while meant to unify different entities within the town, is not meant to completely erase the history of the town. Bradley Beach’s town flag, for example, will remain the same and coexist alongside this new gazebo design. The symbol found on both the town flag and boardwalk fountain is a putto riding a dolphin. This cherub-like infant, typically found in Renaissance art, is often associated with love, nature, and water. Its symbolism of the life-giving qualities of water speaks to the town’s connection to the various bodies of water in the area. While many in Bradley Beach know and love this historic symbol, others thought that it was outdated or did not capture the spirit of this quaint shore town.
“There were some small changes by the committee that truly brought the logo together, including adding in the dune grasses that Bradley Beach is known for, as well as enclosing the image to create a more cohesive look,” said Amy. These small details of the sea grass and the orientation of the gazebo were all final touches that were submitted and approved during the meeting. However, implementing this new logo will not be an overnight change throughout the town. “It would be hugely expensive to change everything, so we are just doing it as needed,” says Councilman Weber. The logo can already be found on all municipal websites, but in terms of seeing it throughout the town, the logo will be replaced on trucks, signs, or other fixtures as they need to be replaced.
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