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Aspiring, Achieving, Accelerating: Avondale Unveils New Brand


City of Avondale Public Information Office
For immediate release: May 12, 2014
Media Contact: Ingrid Melle, Avondale AZ PIO 623-333-1614

Aspiring, Achieving, Accelerating: Avondale Unveils New Brand

AvondaleAs part of her State of the City Address on May 8, Avondale Mayor Marie Lopez Rogers unveiled the city’s new logo/brand, which was the result of a year-long process that involved considerable input, engagement and extensive research from the community regarding Avondale’s identity.

Over the past year, the city reached out to more than 16,000 people, and approximately 2,000 participated in a community branding process to guide the city in developing the Avondale “brand story.” The community – comprising representatives from businesses, schools, city employees, faith-based & non-profit organizations, homeowners associations, the local chamber of commerce, community college and newspaper, citizen boards and commissions, youth, the development community and more — provided extensive input through surveys, focus groups and community meetings. Throughout the process, the community was kept apprised via the city’s website. The result is more than a new city logo; it reflects the Avondale Story.

In her State of the City speech, Mayor Rogers said: “Avondale is a community where people share a deep sense of pride in what has been accomplished and how far we have come today. 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.”

“Avondale is Aspiring, Achieving, Accelerating,” she said.

“The new brand is flexible and multi-faceted, and reflects all that is positive about our community,” said Dan Davis, Economic Development Director for Avondale. “The research has shown that our community is perceived as aspiring, achieving and accelerating. The new brand celebrates Avondale’s most powerful assets: its people, diversity and sense of optimism.”

The city will take a fiscally responsible, phased-in approach to implementing the new brand over the next few months. The focus is on launching the logo through digital communications and incorporating it wherever possible in public outreach and marketing materials (city magazine, annual report, information brochures, business cards etc.) as part of the current city budget. In the coming months, Avondale will also work with community partners, businesses, schools, community groups to solidify and reinforce a strong and positive identity – to build a brand which sets us apart from other cities in the region and country and contributes to community pride, appeal and economic prosperity.

The State of the City event was held in front of the soon-to-be-opened Arts center, Anderson Institute of Music and Performing Arts (AIM), a 300-seat performing arts center at the Randall McDaniel Sports Complex at Avondale City Center.

For more information, visit Also, take a moment to view the new video, which shares the Avondale Story from the view of our residents and businesses.

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