On Thursday, the Arlington Convention and Visitors Bureau unveiled the new brand: "Arlington, Texas - and the crowd goes wild!"
The new logo removes the roller coaster, ballpark and other "fun" elements in favor of a simple, lowercase logo containing the city's name while whispering out the letter "o" is a cartoon bubble carrying the phrase "and the crowd goes wild."
"Our new brand is the forefront of our efforts to make Arlington’s products, services and attractions even more appealing to a broader range of visitors, meeting planners and convention attendees" said Jay Burress, President & CEO of the Arlington CVB. "The word 'Arlington' is now much more visible and memorable, yet we still retain the fun aspects of our city."
In addition to the new brand, the city has reskinned their Web site, arlington.org, added a new mobile site, m.arlington.org; and in June will launch a new site called ArlingtonInCrowd where people can find great values and discounts on shopping and dining.
The city even released a commercial (left) where Texas Rangers public address announcer Chuck Morgan can be heard delivering the new slogan in his true, old-school baseball style.
Arlington's recently re-elected mayor, Dr. Robert Cluck said he was delighted with the new logo adopted by the city.
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"It’s sophisticated, yet still portrays Arlington as the fun destination that it already is and will be in the future," said Cluck.
The city will spend roughly $130,000 on ads to promote the change in brands.