Published on : Monday, July 22, 2019
The new approach was presented to around 1,000 attendees by Joe D’Alessandro, San Francisco Travel president and CEO.
He mentioned that a brand is more than just a logo and it is important how others see us. Proper management is the key to their success.
He went on saying that regularly reassessing their brand ensures that it remains well-defined, consistent, accurate, and relevant. The nine-month process that they just completed was not about making drastic changes but fine-tuning and updating – bringing more focus to the most important elements of the way they position the city and allowing them to speak in the most relevant way possible.
After extensive research and development by Miles Partnership and Destination Analysts which is partnership with San Francisco Travel the new branding was developed.
San Francisco Travel Executive Vice President and Chief Marketing Officer Howard Pickett stated that they wanted to be sure that their brand was reflective of the destination, that it was contemporary and understood by a global audience. And that it reminded people of the promise of San Francisco.
It all started with interviewing members of San Francisco’s hospitality industry, our own advisory boards, residents, and San Francisco travel staff. They conducted focus groups with travelers and meeting planners, both here and abroad and monitored social media, analysing trends, preconceptions, and misconceptions.
A new brand description, a narrative that defines San Francisco in an emotional, resonant way was developed.
The new logo designs were evaluated and examined how it aligned with their brand , personality and destination. Lynn Bruni-Perkins, San Francisco Travel’s vice president of marketing communications said they updated their colur palatte and typography selection to be more evocative of the iconic visuals and distinctive character of San Francisco.