In 2001-02, a group of 40 community and business leaders participated in a regional branding effort to support national and international economic development activities. The research and development of a logo and tagline was underwritten and/or donated and emerged with the slogan "DFW: the Where, with All." The logo was publicized and is used by dozens of local area chambers in conjunction with their own identities to emphasize location, cooperation and quality of life.