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New Branding Image
February 23, 2006
THE CITY BIDS FOND FAREWELL TO THE NAME "PHOENIX CIVIC PLAZA" AS IT INTRODUCES THE PHOENIX CONVENTION CENTER With the $600 million expansion elevating Phoenix's convention center into the top 20 in North America, the City has launched a new name: Phoenix Convention Center. The new branding campaign ushers in a new era for the city's convention business, while retiring the name Phoenix Civic Plaza. The downtown facilities originally opened in 1972 as the Phoenix Civic Plaza and Convention Center and included Symphony Hall and Symphony Hall Terrace. Over the years, the media and the public shortened the name to Phoenix Civic Plaza and identified each facility separately. "We researched convention center competitors in other markets and got the consensus of our clients and hospitality partners for the new name," says Phoenix Convention & Theatrical Facilities Department Director Jay Green. "We agree that Phoenix Convention Center sends a clear, concise message to convention and meeting planners and the general public about what our state-of-the-art venue is and does." Complementing the new name is a branding image. It was inspired in both form and color by the signature architectural design element of the new West Building - a canted, glass and stone atrium. The atrium was designed to reflect the asymmetrical angles, depth and light of an Arizona slot canyon. From street level the atrium is 90 feet high. When standing in the underground level, it is a dramatic140 feet to the top of the atrium. The sunburst pattern that breaks through the bottom of the branding image represents what Arizona does best: sunshine and great weather. The letters in the customized typeface/font have the same asymmetrical angles and shapes reflected in the graphic image, and reflect the modern and metro aspect of the new Phoenix Convention Center. When expansion is complete in late 2008, the Phoenix Convention Center will include the new West Building, a new North Building and the existing South Building. Besides the Phoenix Convention Center, the City of Phoenix Convention & Theatrical Facilities Department also owns/operates seven downtown parking garages and Phoenix Stages (Symphony Hall, Orpheum Theatre and Herberger Theater Center). |