ANDOVER, Kan. (KSNW) — Andover is rolling out their new $30,000 branding plan, logo included. The new logo was unveiled on the city's Facebook page to controversy from some in Andover. Many are asking why the project cost so much and why the city needs a new logo at all. City officials argue that the price tag is squarely in the middle of the road. Offers from various companies ranged from less than $15,000 to more than $70,000. They say the cost doesn't just apply to the logo itself, but Andover's first comprehensive branding strategy. It's still a hard sell to Andover's citizens. "The logo itself I feel is simplistic and modern," Johnna Stoggergen, an art teacher living in Andover said. "[That's] not necessarily a bad thing, but I don't really see it as very visionary … I don't think that it warrants the amount of money that was spent on it." Andover city leadership argues the change is long past due — and well worth the cost of updating. "This is something very typical for organizations to do, and businesses to do over time, the current logo has been in place for more than 30 years. Certainly Andover has changed a lot in that time fram," Andover City Administrator Jennifer McCausland said. They say the money is part of their comprehensive branding strategy, including the website, social media, city vehicles, city buildings and more. They commissioned a Wichita business, Greteman Group, for research into the community, multiple drafts, dozens of man hours and a uniform branding kit. "You can recognize it small, you can recognize it big, you can recognize it without words sometimes," Andover Public Information Officer Megan Schapaugh said. The response on Facebook was particularly viscous, with accusations of a terrible design and wasted tax dollars. "So that went out on our Facebook pages, we had really great feedback initially, then we started to get a few more negative comments," Schapaugh said. "We know social media, a lot of the time, people are more apt to talk about the negative things." The public, generally still isn't convinced. "I realize that there's a lot of research to the community when they're designing a logo, but I feel like that was probably a little bit high, for what was produced," Andover Art Teacher Johnna Stoggergen said. The concept of changing Andover's design, according to City Administrator Jennifer McCausland, has been tossed around for the better part of a decade. The current plan is projected to take 4 years. Andover's city website and official social media pages have already begun their transition. As for bigger projects, like the stone sculpture off of 21st St. or the police station floor will take longer or not change at all.