Visit Tucson Brand
"Free yourself. Be yourself. In Tucson."
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.
Video: Final Visit Tucson Brand Logo
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.
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
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