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In this special issue of Maricopa Currents, we hope to answer some of your questions about the research and rationale behind this new look and why county leaders believe it’s important for our organization’s success moving forward. |
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THE CHALLENGE
Maricopa County has never had a cohesive countywide identity. The last time we updated our look was at the turn of the century when the Board of Supervisors approved an updated county seal that departments could use but didn’t have to use. Many departments, understandably, wanted something unique and not quite so government-looking. Some created their own logos or websites. Some hired marketing agencies to promote programs or campaigns. By 2019, County Manager Joy Rich believed strongly that we needed to adjust that strategy and move toward a modern, cohesive identity to better retain and attract talented public servants and create greater understanding and awareness of what we do. But before creating a new look, we needed to know where we stood with residents.
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THE RESEARCH
The best brands start with research so the Office of Communications worked with a local advertising and marketing agency to find out what residents think about living here and what they know about their county government. This involved focus groups in which a representative group of residents participated in guided discussions and online surveys containing a series of questions about Maricopa County and its services. We conducted one round of research in 2019 and another in 2022. What’s interesting is the people’s perceptions before and after the pandemic were quite similar.
In short, they like living here and they have generally positive feelings about county government even though they often confuse us with other governments or don’t fully understand all that we do.
Here’s what else we learned:
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More than three-quarters of respondents believe that the various departments of the Maricopa County government are either ‘somewhat accessible’ or ‘very accessible.’ |
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Nearly half of respondents had a ‘very good’ or an ‘excellent’ experience when interacting with various departments at Maricopa County. Two out of ten had a ‘fair’ or ‘poor’ experience. |
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Half of the respondents expressed a preference for interacting online regarding potential future interactions with Maricopa County departments, followed by 26% over the phone and 20% in-person. |
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THE DESIGN
Based on research insights that revealed a countywide love for our natural surroundings, we set out to create a more contemporary public image that speaks to the uniqueness of the Sonoran Desert while also communicating the strength of the County’s public servants.
Our creative partner, the local advertising agency HAPI, drew inspiration from many places and created dozens of designs. Our favorite was a modern twist on the iconic Saguaro cactus with lines that nod to our highways, art, and architecture. In our county logo, the Saguaro becomes part of our name and stands out in a bright orange reminiscent of our sunrises and sunsets. We like the symbolism of the Saguaro: how it stands the test of time and how it connects to our location. But we understand people may have different perceptions of the logo, and that’s fine, too.
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THE LAUNCH
A new year is the perfect time to share our new, unified look and reintroduce our services to the public. When you start work on Wednesday, you’ll see the new logo and colors reflected on our website and on county computers and phones. The Board of Supervisors will take some time at their formal meeting that morning to share the new look with the public. Additional updates will be made throughout 2023 to align county services and property with this singular identity.
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THE VIDEO
We worked with our ad agency, HAPI, to create a video for employees that explains what this project is all about and what it means for all of us going forward. We hope you enjoy it.
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A FEW FAQS
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Is every department changing its look?
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Every department under the County Manager’s Office, including the Library District and Flood Control District, will align with this new identity. In addition, several elected offices—the Recorder, Treasurer, and Assessor—have chosen to participate in this effort.
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What happens to the official Maricopa County seal?
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The official seal will continue to be used by the Board of Supervisors and for other official documents such as permits and certificates. County leaders and communicators will receive detailed instructions later this week.
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Is there anything I need to do as an employee?
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Most changes will be handled by county leaders and communicators. However, there are two actions that all employees need to take:
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Change your email signature: In the coming days, your department leaders will share a link to a form that will help you create a mandatory standardized email signature, which you can copy into Outlook.
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Update your county badge: Current security badges will be replaced by new, branded badges. This will happen on a schedule. Stay tuned for details about when your department will make the switch.
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Will I be able to get any branded items for use at work or home?
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The Office of Communications will distribute branded stickers, badge holder clips, and other items to department leaders to pass out to employees on a first-come, first-served basis.
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 CAPTION CONTEST
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Congratulations, Courtney!
Courtney Medina from the Air Quality Department says this photo reminds her of a favorite Christmas tune!
Thank you to everyone who submitted a caption!
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Now For This Issue's Photo
Stephanie Schreiber from Flood Control sent in this photo of her three dogs relaxing on the cool tile floor.
What are these three pups plotting?
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New Chairman Incoming!
Wednesday's board meeting will include the annual "Passing of the Gavel" ceremony in which the Board of Supervisors will elect a new Chairman. You can watch live on our YouTube channel at 9:30 a.m.
Unity Luncheon
 Supervisor Steve Gallardo is hosting a luncheon in honor of MLK Day on Thursday, January 12 from 11:30 a.m. until 1 p.m. at the county administration building. If you're interested, please RSVP no later than tomorrow at 5 p.m.
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County Manager Change
 In case you missed it, County Manager Joy Rich announced her retirement in an all-staff message on Friday. Joy will be around for the next three months as the Board works to hire her replacement. Here's her thank you message to staff.
New Year, New Benefits
 The County is moving from a fiscal year to a calendar year benefits schedule. That means the selections you made last fall are now in effect. Check out Wednesday's issue of The Resource for more details on this and other HR news.
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