Downtown Phoenix creates new logo, dumps Copper Square

[Source: Casey Newton and Sadie Jo Smokey, Arizona Republic] —  A lime green ‘X’ marks the spot in a new marketing campaign designed to brand downtown Phoenix as a global destination.  A new logo for downtown shows the words “downtown Phoenix” at an angle, with a bold ‘X’ at the end breaking through an orange circle.  The Downtown Phoenix Partnership said the four-color logo will likely be accompanied by an all-purpose marketing slogan, “X marks the spot,” to promote downtown destinations.  “I think it’s brilliant,” said Dale Jensen, a general partner of the Arizona Diamondbacks.   “There are a million things you can do with that X.”

The partnership and its consultant spent more than a year putting together a new logo for downtown, which will eventually replace “Copper Square” as the brand for downtown.   “It was driven by a realization that we were seeing a lot more opportunities downtown,” said Dave Roderique, president and CEO of the partnership.  “Things are changing very rapidly.”

The new logo was unveiled Monday at a meeting of the partnership’s board.  Later this year, the partnership will launch a full-scale marketing campaign.  “At first I didn’t like it, but I focused on the ‘X’ which made me pay attention to it,” said MaryAnn Guerra, president of TGen Accelerators.  “X marks the spot for anything you want to do.”   [Note: To read the full article, click here.]

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