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Tucson Spotlight

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Free Yourself

Visit Tucson Brand

The process of creating a distinct and compelling brand for Visit Tucson is deeply rooted in consumer research. That is, the brand's promise, essence, values and voice - can be clearly articulated and delivered in the visitor experience - and owned by all of us as a destination.


VISIT TUCSON BRAND ANTHEM

Tucson isn't chic, polished or plastic. Tucson is a bit off the beaten path and attracts the free-spirited and genuine. The saguaro cactus is important to the Tucson destination. Tucson's surrounding natural environment is an important, distinctive element of the destination's experience.   

Visit Tucson Brand Anthem



VISIT TUCSON LOGO

Logos are not designed to tell the entire brand story. Logos make a very powerful statement, but they shouldn't attempt to say everything at once. Instead, a logo should help explain a destination's brand promise.

Visit Tucson Logo


ANATOMY OF A NEW LOGO

Anatomy of a New Logo Video Screenshot

View the Visit Tucson Anatomy of a New Logo.



FREE YOURSELF CREATIVE CONCEPTS

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Click the thumbnail image for a larger version.


Brand Initiative Endorsed by Community Leaders

Anatomy of a New Logo Video Screenshot

Regionalism and a unified voice have been recurring themes throughout this branding process. From the beginning we have engaged our tourism partners, stakeholders, local business leaders, elected officials and community members in developing a new brand identity for Tucson and southern Arizona. Hear what they have to say.


The Importance of Brand Clarity

 

Clear and consistent messaging is a key element in any successful brand. The Free Yourself brand clearly highlights the uniquely active and experiential qualities that Tucson has to offer in an effort to connect with potential visitors on a deeper, more emotional level.

     
 

For those who venture off the beaten path, Tucson is proud to be a little out there; a natural oasis from the unoriginal and pretentious that inspires the free spirit in us all.

 
     
     
 

BRAND ARCHITECTURE 

To view the complete Visit Tucson Brand Architecture Click Here  

 
     
     
 

HELPFUL LINKS


 
     
     
 

CONTACT 

Allison Cooper
Vice President of Marketing
1-800-638-8350 x137
acooper@visittucson.org

Lee McLaughlin
Creative Director
1-800-638-8350 x283
lmclaughlin@visittucson.org 

Jessica Stephens
Director of Public Relations 
1-800-638-8350 x143
jstephens@visittucson.org