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Tucson Spotlight
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.

 

     
 

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 

ESSENCE

  • Free Yourself

VALUES

  • Liberating
  • Free-Spirited
  • Personal
  • Genuine
  • Comfortable

PROMISE

Tucson inspires a sense of freedom among all who visit. Freedom of thought and expression. Freedom to discover and explore. And the freedom to be yourself.

EXPERIENCE

  • Free to be
  • Surroundings that surround you
  • Freedom to roam
  • Open minds

VOICE

  • Off-beat
  • Unpretentious
  • Relaxed
  • Refreshing
  • Energizing 

 

 
     
     
 

HELPFUL LINKS 

 
     
     
 

CONTACT 

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

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