Southwest Valley cities rebranding to plan future

Infrastructure, businesses, logos getting makeovers

By David Madrid, John Yantis and Lesley Wright

The Arizona Republic

After 46 years with the same logo, Litchfield Park seeks to energize its image with a major rebranding effort.

Gone is the old logo, of palm and orange trees fronting a mountain range. It has been replaced by a swirl that takes the palm and orange tree’s colors and textures.

Litchfield Park joins several Southwest Valley cities implementing image makeovers.

City officials hope the efforts, which range from launching new brands and logos to sprucing up key business districts, will stimulate economic activity by attracting new businesses, new residents and more visitors.

Avondale is rebranding Old Town Avondale into Historic Avondale.

Tolleson is branding its downtown Paseo de Luces, or Path of Lights.

In Goodyear, efforts are under way to reconsider branding efforts.

Buckeye officials plan to hone the town’s business-friendly image.

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