Identity System for Tourism Organization
Tourism is a vital part of the Santa Ynez Valley’s economy, and a major merger of city boards, visitor associations, and hotel associations required an in-depth rebranding.
Create an aesthetic balance that pays homage to these economically diverse yet geographically close cities and townships: Ballard, Buellton, Los Alamos, Los Olivos, Santa Ynez, and Solvang. Understand and express the common threads of each community through a universal visual element and complimentary typography. Create an identity system that would allow each town to use the brand as it’s own, as well as allow the Visit SYV organization to meaningfully promote the valley at trade shows and conferences nationwide.
The Visit SYV brand focuses on the natural landscape, with key features including: Grass Mountain, Figueroa Mountain, and the Refugio mountain range that surround the valley floor below. Vineyard and field rows flow out of the graphic, symbolizing the economic bed that supports the area’s growing tourism trade. The Santa Ynez Valley typography is reminiscent of early California’s agricultural roots, and rises above the range like the eastern sun. There are four color palates for the brand that include poppy orange, lupine purple, sage green, and dusky blue–colors that are visible in the landscape during Santa Ynez Valley’s changing seasons.
The complete identity system includes print collateral, apparel, and digital use guidelines for the organization, as well as individual iterations of the brand for each city and town.
Pen, Ink, Brush, Illustrator, InDesign, Photoshop