Avondale Mayor Unveils New City Logo
Avondale: Aspiring, Achieving, Accelerating.
That tag line, under a lower-case “a” and inside a colored box, is the city’s new logo.
The logo, which cost the city $90,000, was unveiled in the state-of-the-city address delivered by Avondale Mayor Marie Lopez Rogers Thursday outside the soon-to-be-opened Anderson Institute of Music & Performing Arts in the City Center.
In seeking to define itself, Avondale turned to residents, business owners, developers and visitors with a vested stake in the city and its future, the mayor said. For several months the city held group discussions, individual meetings and reached out to more than 20,000 people to discuss the city’s identity and future.
“Avondale is a community where people share a deep sense of pride in what has been accomplished and how far we have come today,” Rogers said as she explained the logo. “In Avondale there is strong belief that the blending of cultures comes from a true sense of harmony throughout the community, not mere rhetoric about diversity. In Avondale, people and businesses are welcomed with open arms and supported in a way that exemplifies a progressive, intelligent and driven city.”
The city used unspent money from last year’s budget to pay for the creation and marketing of the logo and hired Carmel Valley, Calif.-based Strategic Advisory Group to help with the branding process. The consultants conducted research, helped facilitate the community-outreach process, compiled data and developed logos for consideration, said Pier Simeri, city spokesman.
Longtime Avondale resident Manny Murillo, a 70-year-old part-time substitute teacher, said the new logo is a move in the right direction. “It’s attractive,” he said of the logo. “It’s simplified, but yet it means a lot. It depicts creativity and thought with the idea of moving forward, because Avondale is growing. We want to capture that theme with a simple brand like this.”
The old logo showed the Estrella Mountain Range and the Tres Rios with the words “City of Avondale.” Tres Rios is the confluence of the Gila, Salt and Agua Fria rivers near Phoenix International Raceway. Much has changed since that logo was adopted, including the building of a Civic Center complex, sports and recreation facilities and the beginning buildings of the City Center. City leaders felt it was time to upgrade the city logo, which is in a box that can be blue, orange, green or purple.
“The four colored blocks are acceptable variations of the logo,” Simeri said. “The fresh, vibrant colors and font represent the diversity within our community, the sense of aspiration among residents. They (boxes) can be used in various ways and allow for flexibility. We encourage the community to embrace the brand and use it creatively.”
The city will phase in the use of the brand over the next few months. Avondale will first use the logo in digital communications and incorporate it wherever possible in public outreach and marketing materials such as the city magazine, annual report, information brochures and business cards.
Other cities in the Southwest Valley have also recently adopted new logos including Buckeye, Tolleson and Litchfield Park.
The mayor outlined what each word of the logo tag line means. Frederick Lake II, banking center manager of Comerica Bank in Avondale, said the new logo is unique and contemporary. It’s very progressive, and it’s exciting to see the new look,” the Goodyear resident said.
(By David Madrid, AZ Central, Thursday, May 15, 2014)