Phoenix unveils 'X' logo
by Casey Newton and Sadie Jo Smokey - Oct. 20, 2008 04:01 PM
The 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."
The campaign aims to brand the 90-square block area as "Arizona's Urban Heart," a place with a "vibrant maverick spirit" and "captivating experiences."
"We see downtown Phoenix as the most urban experience that Arizona has to offer," said Eric Kingsbury, director of marketing strategy for SHR, which designed the logo.
Officials say the introduction of a new logo signals that Phoenix has matured from a young downtown into a "grown-up, action-packed city."
The campaign will be in place by February, when the NBA All-Star Game comes to town.
Well this doesn't have specifically to do with Modernism (especially not the MidCentury kind), but since it does relate to Phoenix development I thought I'd post it.
Personally, as a big supporter of Downtown, I'm embarrassed by this logo. It doesn't reflect Phoenix in anyway that I can tell. Its color scheme is irrelevant to the desert, and its obnoxious (lime green and reddish orange? ick!). Over emphasizing the letter X seems like a silly played out thing from the 90s (i.e. "X Games" or being "X treme") and doesn't reflect what I think we all want downtown to be, cool, sleek, modern and professional. 44 Monroe and One Central Park East, or the light rail trains, all represent a direction for a visual look that I think is where Phoenix should be headed, this logo doesn't represent that at all. It looks like its 10-20 years behind, which is usually how our downtown 'leaders' are, so maybe it does reflect Phoenix after all.
Maybe I'm over reacting about a logo, and I am glad they got rid of the confusing "Copper Square" name, but this logo is awful. I'm really going to cringe when I see it 30 feet tall on the sides of buildings downtown.