New Florence logos fail to impress

Potential new logos presented to the Town Council last week failed to impress. | Moses Inc.

By Mark Cowling | Pinal Central

FLORENCE — Town Council members looked at suggestions for a new town logo from a top branding agency at the council’s Feb. 16 meeting — and didn’t care for any of them.

The current logo, in use for perhaps 30 years, isn’t versatile because of its variety of colors and fine details, and is due for an update, Ben Bitter, Florence intergovernmental and communications manager, told the council.

The town retained Moses Inc. to devise a more professional first impression for the town. The agency also developed Pinal County’s new logo. But when it presented five possible Florence designs last week, the council was underwhelmed by them all.

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