Dear Cochise County residents,

As many of you Know, a rebranding of our beloved County Emblem has been put into effect. Over the last couple of days there have been many questions as to why this happened.

What started the process?

Who was polled in asking if change was needed?

Why wasn’t this put up for a vote?

Why did we use an out of state designer? 

We have gotten some answers, but the majority of them are vague and lead to more questions. The money needed to make these pointless changes could of easily been used elsewhere. 

Please let it be known that you as a Cochise County resident, do not agree with the back door decision. If you agree with stopping this, please sign the petition and forward it on to the next individual. 

If you have ever lived in Cochise County, have friends and family that lives there, please sign and forward as well.

A message from our supervisor..

Cochise County Rebranding Frequently Asked Questions
Why does the County need to rebrand?
We know change is not always easy, and this new logo is significantly different to our current one. But if we want to grow and thrive as a County, and as a community, we need to compete with the many other communities trying to do the same thing. As the county’s leading government organization, we are well placed to promote our diverse and beautiful region for the benefit of all our cities and towns, whether that be to tourists, to people looking to relocate, or to potential businesses. To be able to do that effectively and cohesively we need a strong brand to help us stand out from the crowd. Moving forward, we plan to step up our marketing efforts to help boost our growing tourism industry, as well as to help turn around our loss of population and stagnant economic growth. Aside from introducing a more modern and vibrant look for our organization, this new logo captures many elements of our region through its colors - Copper (mining/sunsets), Turquoise (Bisbee blue), Merlot (Willcox wine industry), and Dark Skies Blue – and its graphic design (mountains, the river, the sun/moon, cool breezes and open spaces). It’s also the shape of our county!
Will our current logo be phased out?
No. Our current logo is also our County seal, and that will always remain the case. The new logo will become the branding we use on our website, on our vehicles, on shirts and uniforms, business cards, letterhead, social media, marketing etc. The County seal will still be used on official documents, in the board hearing room, in the court system, Sheriff’s Office, other elected offices etc. We have the distinction of being the only County in the nation named after a Native American Chief and, through our name and County seal, we will continue to honor that proud history.
When will the new branding be introduced?
We are taking a phased approach. We’ll start introducing the new logo soon through some new marketing efforts, on our website, social media pages, business cards, letterhead etc. Eventually, we will change out the fleet decals, signage etc. This transition could take a couple of years or more as we want to ensure this is done in the most cost-effective way possible.
How much did the new branding cost?
The average cost of a government rebranding ranges from around $80,000 to more than $150,000. The total cost of this project is $50,000. However, the cost to the County is about $21,000. This project includes a rebranding of the Cochise County Tourism & Economic Council. The goal was to create a cohesive brand that could be used by the County, as well as for tourism and economic development

marketing. The CCTEC (which includes the County and Cities of Sierra Vista, Bisbee, Benson, Douglas and Willcox who contribute annual funds for tourism marketing) paid $35,000 toward the project with rollover funds from FY 2018-19, and the County contributed a further $15,000 from the Public Information Officer’s annual budget.
Did it cost $50,000 just for a logo?
No. Following an RFP process in late 2019, the County hired California-based Pat Davis Design Group in March to help us and the CCTEC with its rebranding effort. At the end of this project we will have new logos for the County and its Departments, and the CCTEC. The company is also completely redesigning the Explore Cochise tourism website, which will be expanded to include information about living and working here. They are also providing us and the CCTEC with professionally designed marketing ads. We will also be provided with new branding guidelines and templates for everything from business cards and brochures to signs and car decals.
Was there public input?
Yes. In early March the company hired to take us through this process visited Cochise County and met with groups of stakeholders from each of the communities for input and feedback. These groups were overwhelmingly in favor of updating the County brand to help promote our communities and grow our economy.

Who is Cochise you ask?
Cochise was leader of the Chihuicahui local group of the Chokonen and principal chief of the Chokonen band of the Chiricahua Apache. A key war leader during the Apache Wars, he led an uprising against the U.S. government which began in 1861, and persisted until a peace treaty in 1872.

More information about Cochise can be found abundantly on the internet. Movies have been made about this man. And rightfully so. 

all emails can be forwarded to: board@cochise.az.gov