SOUTH SALT LAKE — A marketing and design firm hired by the Chamber of Commerce is recommending that this city change its name.

Infinite Scale contends that the industrial city lacks its own character and could benefit from major changes.

"To me, our city name says what we aren't," Councilman John Weaver said. "It doesn't say anything about what we are."

Weaver joked that calling the city "East-West Valley" would be as appropriate as its current designation.

Infinite Scale will again be meeting with the Chamber of Commerce and City Council on May 27. In addition to recommending the name change, the design company suggested signage and branding changes that could cost between $6,500 and $600,000.

The presentation was spurred by a visioning committee operating under the Chamber of Commerce. Market Station developer Steve Aste sits on that body and believes the change could be timed to coincide with his project, he said.

Aste, whose massive project is on hold for financial reasons, also recommended moving City Hall to create a "downtown feel" for the suburb.

Infinite Scale Partner Molly Mazzolini said city branding and logos can bring a community together and invigorate the business environment.

Chamber Vice Chairman Paul Smith, of Zions Bank, agreed.

"It does create the experience, and we would feel more unified," he said. "I spend more time in this city than I do in my own home."

The City Council did not comment officially on the presentation but its members said afterward that a name change is far from imminent.

Councilman Roy Turner, for example, wants to hear from the public before making any changes. Councilman Mike Rutter would support a name change if the city annexes part of the Millcreek township, he said.

The city is already pinching pennies in trying to balance its 2009-2010 budget. City employees will get no raises this year and some vacant positions have been eliminated. The city is also cutting back on capital expenses after shelling out about $800,000 for its own ambulance service.

"Hopefully, they'll see this as an investment to bring in future funds," said Stacey Liddiard, chamber CEO and president.

In June 2006, the North Salt Lake City Council had considered changing its city's name to Orchard Hills to hearken back to the days when the area was replete with fruit orchards and to cut down on confusion with the city's neighbor to the south, Salt Lake City, which is located in a different county.

But following a public hearing in which a majority of those who addressed the council spoke against the name change, the council took no action, and North Salt Lake remains the city's name.

Contributing: Joseph M. Dougherty

e-mail: rpalmer@desnews.com