Tuesday, August 23, 2011

New logo: St Pete Clearwater


Pinellas County is county in Florida which is a part of what is called the Tampa Bay Area. The county is marketed by an official tourism marketing organization called St. Petersburg/Clearwater Area Convention & Visitors Bureau. It is named after the two largest cities in the county, and those two names are also used when marketing the county. Late January this year, a new identity was launched for the area, created by a team at Pentagram in New York.

Previous logo.

The previous identity was launched around October 2007 when the St. Petersburg/Clearwater Convention and Visitors Bureau changed its brand name to Visit St. Pete Clearwater.

Choosing from several possible symbols, Pentagram's Michael Bierut and Joe Marianek settled on a round symbol with swirls that can represent "breaking waves and bright sun" as well as the initials S, P and C. This is combined with the Mr Eaves typeface.

Visit St. Pete Clearwater first published the new identity on their Facebook page on January 27, announcing a bus ad campaign that would start in New York City that same weekend. Pentagram tweeted about this on January 28, publishing a case study on March 11. The official Visit St. Pete Clearwater site wasn't updated until several months after the new logo first appeared.

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One of the ads that ran on New York City buses.

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Logo variants. (From Pentagram)

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Logo variants. (From Pentagram)

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Stationery. (From Pentagram)


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These examples show the versatility of the new symbol. (From Pentagram)

2011 identity
Pentagram (archive)
Facebook
2007 identity
Press release about the 2007 rebrand (archive)
Tampa Bay Business Journal

4 comments:

  1. Hi. I am the Communications Manager for Tampa Bay & Company, formerly the Tampa Bay Convention & Visitors Bureau. One statement in this post is incorrect - "The previous identity was launched around October 2007 when the Tampa Bay Convention and Visitors Bureau changed its brand name to Visit St. Pete Clearwater."

    The Tampa Convention & Visitors Bureau changed its name to "Tampa Bay & Company". The St. Pete Convention & Visitors Bureau changed its name to Visit St. Pete/Clearwater.

    Please make this change....thank you!

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  2. Thanks for pointing out my sloppy mistake! I apparently mixed up the Tampa Bay and SPC CVBs. Corrected now.

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  3. wonderful. thank you for your very quick response! also, just as a note, the Business Journal articles you referenced in the post are about Tampa Bay & Company as well.

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  4. Thanks once again for clearing things out, the article should be all right now.

    ReplyDelete