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The Santa Barbara CVB&FC becomes Visit Santa Barbara

World-class destination evolves brand identity

The Santa Barbara Conference & Visitors Bureau and Film Commission (SBCVB&FC) is excited to unveil the work of a year’s worth of collaborative efforts to evolve and modernise its brand. The result is a fresh corporate identity that effectively communicates the organisation’s mission to promote and inspire visitation to the destination. The new name, Visit Santa Barbara, clearly communicates the organisation’s purpose to consumers and hospitality partners.

“As the tourism industry evolves, travellers become savvier, and hospitality partners look to a united voice to represent the destination, it was time for us to update our brand image to align with these trends,” says President & CEO Kathy Janega-Dykes. “Visit Santa Barbara concisely conveys what we do and the new mark evokes the romantic and long-standing coastal history of the area.”

For the past year, alongside key industry leadership, SBCVB&FC underwent a comprehensive strategic planning process to blueprint organisational growth. This process resulted in the decision to streamline the organisation’s name with one that more clearly reflects SBCVB&FC’s elemental role in the community.

“Travelling to Santa Barbara is already fun and easy,” says Santa Barbara Mayor Helene Schneider.  “The simplified name is in line with the City’s goal of making Santa Barbara as approachable and welcoming for visitors as possible. Find out for yourself!”

The new branding is comprehensive—the logo was updated to preserve, simplify, and modernise the current mark, which has represented the Santa Barbara travel and tourism brand for eight years. Inspired by the destination itself—including mission architecture, wrought iron, local signage, and gardens, flowers, and palms—the new mark evokes the meaning of Santa Barbara to all who experience it. A mainstay of the logo is the signature mark of Saint Barbara, a masthead that has long remained a mystery, until now. As unique as the destination itself, the new brand goes beyond name and logo, incorporating the story of the saint for which the city is named. Exiled to a tower by her father, Saint Barbara stood watch over all who embarked upon Santa Barbara’s shores. Known as a protector of ships, a patron saint of masonry, and an overseer of ocean tides, Saint Barbara’s lore aptly links to Santa Barbara itself—its protective harbour, recognisable style, and famous coastal community.

Santa Barbara’s storied history, dedicated community, and world-class travel opportunities are now communicated through one brand voice in an identity that distinguishes Visit Santa Barbara’s brand mark, evokes its unique story, and creates a distinct and recognisable visual identity.

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