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County team,

Maricopa County is a place full of exceptional public servants doing meaningful work to make lives better for our residents.  Sometimes on the weekends or after hours.  Sometimes with the eyes of the world watching.

But that skill, compassion, sense of purpose, innovation, and dedication is not always obvious to residents. 

Research we conducted both pre- and post-COVID shows people confuse us with other governments, or don’t know the breadth of what we do. 

Some of this is the result of how we have presented ourselves over the years: as distinct departments with different logos, colors, and fonts instead of one unified County. 

We are going to change that.

Today I’m sharing with you, for the first time, a new, cohesive, countywide brand—developed in partnership with a Phoenix-based marketing and advertising agency.  You are seeing it two days before the public launch on January 11.  I trust you to keep it to yourself until then.

This is not just a new logo and colors, but an identity that tells Arizona and the entire country what we’re about.  In short, it will help us speak as one Maricopa County.

Please take a minute to watch the video below, which introduces the new look and the story behind it.

BRAND ESSENCE VIDEO

This is a critical time for our residents and our organization.  Federal recovery dollars have enabled us to have more impact than ever in our community.  Events outside of our control mean more people are paying attention than ever. 

We need to speak as one to the growing number of individuals and families struggling with the high cost of living.  Because there’s no single department that can help them achieve financial security; it’s many of us, across several departments, together.

We need to speak as one to the business owners expanding their operations and bringing new jobs.  Because there’s no single department that ensures their opportunity to succeed; it’s many of us, across several departments, together.

We need to speak as one to the justice-involved individuals wondering what’s next when they leave the jail system.  Because there’s no single department that can help get them to a place of stability; it’s many of us, across departments and elected offices, together.

Your department leaders and communicators will be sharing additional information about the new brand in the coming days.  For now, I want to thank all of you for what you do every day for Maricopa County.  We are better together.

Sincerely,

Bill Gates

Chairman of the Board of Supervisors