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Logo and behold!

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Apparently downtown Orlando wants to boost its identity by masquerading as folksy Spring Hill, Tenn. That's where General Motors builds its Saturn cars, whose widely recognized logo is a near-mirror image of the one that Orlando's Earthbase Idea Group devised as the linchpin of its campaign to "rebrand" the city center. The cost: $50,000.

Convinced that GM's legal team won't notice the similarity, the Downtown Development Board unanimously approved the image and campaign, whose tag line is "Downtown Orlando. Your Style of Life." Those styles include not just the dominant nightlife but also family, cultural and entertainment "styles." The roll-out is scheduled for July 1.


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