Branding Tampa Bay

Tampa Bay, known for its sunshine, beaches, and palm trees seemed to fall short compared to Orlando, Miami, and Fort Lauderdale. But in 2013, Tampa Bay underwent a huge rebranding project to try to stand out and become bold. Spark Branding, a branding agency in Tampa, took up the challenge to create an logo and identity system to fit the culture, history, and destination of Tampa Bay. 

Before and After

Rebranding Launch Video

Obviously, pretty much any logo would be a huge step up compared to the old Visit Tampa Bay logo. Spark sought to create a logo that takes inspiration from the history, architecture, culture and attitude of Tampa Bay. For example, The key hole represents the window space of the UT Minarets. The keys are meant to represent the major handing the key to the pirates of Gasparilla. Even the color scheme choice links back to Tampa Bay, featuring a Bay blue color, an Ebor yellow, and the charcoal grey/black of the Gasparilla ship hull.

Elements of the Logo

With every great branding identity, the goal is to create an identity that is an extension of the logo itself. The end goal is to create an identity system that is recognizable even if the audience doesn’t see the logo. Spark sought to create an identity that uses bold, angular qualities to create a graphic language unique to Tampa Bay. They wanted to create a bold system that showcased Tampa as a youthful, fun, and adventurous city that is meant to be explored.

Brand Guidelines

This rebranding identity is a modern identity one that should be able to last the test of time. It represents both what we want people to think about Tampa Bay and the people who live there.

Have you seen this logo before? What do you think of the logo and the symbolic meaning attached to it? 

Read further at http://spark.us/work/visit-tampa-bay/ or http://visittampabay.com