I read the comments on the AZ Central article about the new branding for downtown phoenix.  Based on the comments I'd say the approval rating is close to zero.  I think the Downtown Phoenix Partnership got one thing right.  That's calling Downtown Phoenix "Downtown Phoenix".  The logo is a bit cheesy I do admit.  But how much can you really do with a logo?  Also let's clarify some things.  The Downtown Phoenix Partnership, who invented the new logo to replace "Copper Square”, does not use tax payer's dollars.  They raise their money directly from the private sector downtown.   They can market however they please.  Second, there were some people talking about downtown being full of crime.  Of course higher density areas have more crime.  But there is definitely not a "crime problem" downtown today.  I often go jogging alone as late as midnight and feel quite safe.  I wonder how many of these people leaving comments have actually been downtown in the last year.  It's looking quite different now.  Also, I wonder how many of these nay sayers have been to ANY big city urban center.  Of course you're going to see homeless people.  They gravitate to the high density areas for obvious reasons.  Another common commenter complaint was that it's too expensive to live downtown.  That's not true either.  Sure, the high rise condos are expensive but even they have come down in price.  All of the residential neighborhoods are coming up and some of them are still very cheap or very, very cheap compared to other downtowns.  They could do a whole season of "flip that house" down here.  The other common complaint was that there's nothing to do downtown.  Downtown has Sun's games, Dbacks games, concerts, symphony hall, public market, art walks, original restaurants, pubs with live music, dance clubs, conventions, theater, movies, festivals and big events like the NBA All Star game.  I'm sure Scottsdale has more restaurants, big box stores and trendy clubs but Downtown Phoenix has more options of things to do in a walkable radius than all of Scottsdale has when driving around in a car.  What is lacking, like grocery stores and retail is coming (Cityscape).  Even more restaurants, clubs, bars, shopping are coming with projects like the "entertainment district".  The awful economy has slowed everything now.  The question now is not if but when does Downtown Phoenix take off?  Those with the foresight to understand this are slowly populating the area.  I haven't heard from one person who has said that they've regretted their decision to move downtown.  I've lived in downtown San Diego and in the Pearl District in Portland and I can say that I'm happy with where I'm at.