Tough but Fruity

El Paso is about to roll out it's new "brand."

After spending $285,000 in R&D, the verdict was that most people don't know what El Paso is all about (hmmm, that's true for most towns). So, the response will be the tagline "You Have No Idea."

The logo will include a nopal cactus. In a recent article in the El Paso Times, the designer explained that the cactus image presents "lot of nice metaphors -- it's very tough, but also beautiful and produces nice fruit."

Of course, for those of us that aren't familiar with fruity cactus, we just think "desert."

Thanks to Ed Morrison at EDPro for the catch.