Viewpoint: New Downtown Phoenix logo… ugly or just stupid?

[Source: Ray Stern, Phoenix New Times] — The Downtown Phoenix Partnership on Monday decided to dump its “Copper Square” branding of the downtown area and go with a new moniker: Downtown Phoenix.  Practical, yes.  Thrilling, interesting or creative — not.  And neither is the so-called logo that comes with it.

Although it looks like a junior high school student could have designed this logo, it was actually constructed by a team at SHR Perceptual Management, a Phoenix-based ad agency.  The Downtown Phoenix Partnership, made up of various downtown businesses, paid $160,000 to the firm to create the logo and new branding scheme.  Jim Flynn, the partnership’s marketing director, says the phrase “downtown Phoenix” and the logo are supposed to symbolize downtown as “the urban hub of Arizona.  It’s got urban offerings, spirit, a creative environment.”  [Note: To read the full article, click here.]

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