Visit California

Nonprofit Organization

Project: Concept Project

About: California Travel & Tourism Commission operating as Visit California.

Based In: Sacramento, California

Services: Visual Identity

Intro

Visit California is a 501(c)6 nonprofit corporation formed in 1998 to market California as a desirable tourism destination. Visit California is the Golden State’s official travel and tourism board with the primary role of developing and maintaining global marketing programs – in partnership with the state’s travel industry – that keep California top of mind as the ultimate travel destination.

With over 25 years of legacy, the goal was to refresh their logo in a way that honors their past while creating an evolution of their logo to maintain California's position as one of the world's preeminent travel tourism destinations.

Challenges & Goals

01. Encapsulating California's Iconic Sunsets & Diverse Natural Beauty:
The first challenge was maintaining the iconic status of the brand while introducing a more vibrant and modern look while maintaining elements of warmth and approachability to resonate with travelers of all ages. The goal was to retain the historical Bavarian blue and white colors while updating them to reflect a bolder and more future-focused identity.

02. Emphasizing Connectivity:
The 12 regions needed representation within the broader brand identity. Each of the 12 flares/petals in the logo design represent each of the unique regions; together they symbolize unity, diversity, and interconnection.

03. Revitalizing Collateral:
From event branding like the Outlook Forum to slogan typography, the challenge was to implement the new identity across all materials cohesively. The goal was to refresh these assets while ensuring they felt consistent and reflective of California’s dynamic qualities.

Designs

Primary Logo:

The updated logo design features a new bold style that omits the star and the wave elements to create a more professional tone while staying consistent with the overarching brand. Sunset and dusk inpired hues blend nature inspired elements with a contemporary design.

#calove:

The California Love Heart and #calove focus on crisis communications use such as natural disaster recovery (ie. fire, flood, or earthquakes). #calove received a typographical refresh to complement the updated logo design.

Outlook Forum:

The Outlook Forum is Visit California's signature industry event. The logo was updated to complement the modernized and new visual identity.

12 Regions Badges:

California is home to 12 unique regions, each contributing its own character to the Golden State’s vibrant identity. While distinct in their climates, geography, and cultures, they collectively reflect the rich diversity that defines California. Each region plays an integral role in shaping the state’s remarkable landscape and cultural richness.

12 Regions Badges:

The newly designed badges integrates California's natural treasures into a unified symbol. The 12 shapes representing the regions resemble both sun flares and poppy petals, blending the state's landscapes with its cultural and ecological symbolism. Sunset-inspired hues convey warmth, vibrancy, and movement, aligning with California's adventurous and welcoming ethos.