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Visit Tucson Brand

"Free yourself. Be yourself. In Tucson."

Free Yourself

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. Click on these titles to view Visit Tucson's Brand Architecture, or Visit Tucson's Brand Standards Guide

Video: Visit Tucson Anthem


The 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.

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.

Visit Tucson Stakeholder Video

Video: Visit Tucson Brand Stakeholder Video

The Evolution of Free Yourself

Since the roll-out of the Free Yourself brand in 2013 Tucson and Southern Arizona have made incredible strides, especially as it relates to the tourism industry. See how Visit Tucson has played a large roll in bringing our destination to where it is today.

Video: Free Yourself in Tucson, AZ


Free Yourself Creative Concepts

Free to Roam Free to Be Surroundings That Surround You

Government Partners

Our Local Government Partners City of Tucson Pima County Town of Oro Valley Partnerships with the City of Tucson, Pima County, and the Town of... Read More

Partner Listings

Visit Tucson Partners are some of Tucson’s finest tourism-related businesses. Looking for a supplier or service? Browse the Visit Tucson Partner Listings directory alphabetically by... Read More