Town seal

The current town seal, in use for about 30 years, tells a lot about the town, has several fine details that are lost when the image is shrunk.

FLORENCE — After the Town Council rejected several possible new town logos from a top branding agency earlier this year, the company plans to return to the council June 7 with a new set of designs.

Since that first batch of brands failed to impress in February, town staff member Ben Bitter met with council members individually to hear what they wanted to see.

The current town seal, in use for 30 years, isn’t versatile due to its variety of colors and fine details, which become illegible when shrunk. A good logo should be able to shrink down to about an inch for a stamp and embosser, Louie Moses, president and creative director of Moses Inc., told the council.

Moses told the council he didn’t have anything new to show them Monday but plans to show them designs for a new mark and town seal in a month. Bitter asked the council Monday how it would narrow down the essence of Florence.

Mayor Tara Walter said she thinks of Florence being the original and current county seat with a rich history and a great place to live, work and play. An important element is Poston Butte, which is also part of the history, she said.

Councilman John Anderson said he liked the image of the historic Second Pinal County Courthouse, but not the way it was presented last time.

Vice Mayor Michelle Cordes said she wanted to avoid the sun, mountains and cactus common in other Arizona brands. She said the town needs a seal that others won’t redesign to fit their needs, which frequently happens to the current seal.

Councilwoman Kristen Rodriguez said she’d like to see more weather-resistant colors than what was presented in February. Moses said the next round would be presented in black-and-white, with colors to be chosen later.

In other business Monday, the council:

  • Voted to provide a $5,000 stipend to each town employee out of the current fiscal year budget instead of a raise in the new fiscal year, which begins July 1. Part-time employees will receive $2,500. Employees will also receive a 1.7% cost-of-living raise effective July 1. The stipend will be on the May 28 payroll.
  • Approved three subdivision final plats in Anthem at Merrill Ranch.
  • Debated, but ultimately approved by a vote of 4-3, a $5,000 donation to Florence High School’s graduation night event. Cordes said the budget committee recommended against the donation since the town makes no similar gift to other local schools.

Deputy Town Manager/Town Clerk Lisa Garcia said the town has donated to previous graduation night events since 2017, which allow Florence’s new graduates to celebrate safely in a drug- and alcohol-free setting. Councilwoman Judy Hughes joined Cordes and Anderson in voting against the donation.

  • Proclaimed May 2-8 as Municipal Clerks’ Week. Garcia is a region director for the International Institute of Municipal Clerks, representing 11 states.
  • Proclaimed May as National Building Safety Month.

Mark Cowling is the county reporter for PinalCentral and covers the town of Florence, San Tan Valley and the surrounding area. He can be reached at