A new brand for East Valley ‘burbs

By Gary Nelson|The Arizona Republic

Its identity drowned in a sea of anonymity, the East Valley is no more.

Oh, you can still call it that if you want, and most folks around here probably will.

PHXEastValley-logo*304But the semi-official designation for eastern Maricopa County promoted for decades by the East Valley Partnership and others gave way Wednesday to a name that acknowledges the region’s undisputed 800-pound gorilla: Phoenix.

Even at that, the consortium of east-side governments and business leaders couldn’t quite bring itself to spell out the name.

Instead, the logo reads “Phx East Valley,” accented by an orange, eastward-pointing arrow.

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