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Destination branding is one of the hottest areas of logo design. While people once decided on a vacation spot based almost entirely on prior experience and word of mouth, they now tend to look for new and interesting locales to visit. A logo design is an integral part of becoming that new and interesting location. Having a great destination brand has become even more important in the past few years, as an increasing number of people have dwindling vacation budgets. In order to bring in new tourists, an area has tropical present the perfect image.

The St. Petersburg/Clearwater area is one region that is trying to use branding and logo design to bring in more tourists. Both cities are located in Pinellas County, Florida, near Tampa Bay. The area offers many of the same opportunities and amenities as Tampa Bay, but it is lesser known and thus has fewer visitors. This is a situation in which marketing can help immensely. However, the old logo design did nothing to help the lack of awareness of the area. It featured a somewhat boring sun and waves image with the name of the area in thin, italicized writing.

The former St. Petersburg/Clearwater logo is not an unattractive one, but it is more than a little dated and does not grab the customer’s attention. It really says nothing, except that this is a sunny, beachy area, which most people already know.

The new logo design is a definite improvement. The color has been changed to a clear, modern blue that is reminiscent of the tropical water that dominates the area, in a circular shape with swirling water lines. The image is modern and artistic, a far cry from its predecessor. The sunshine is implied in the round shape, but it is less obvious and less clichéd.

This new logo comes with a new name: St. Pete Clearwater. This removes the cumbersome slash and also uses the traditional nickname for St. Petersburg. The new font is bolder than the old one and has a few wavy elements that tie into the image. There is nothing generic or dated about the new logo, resolving the two main issues with the old one.

Overall, this logo design is a huge improvement and will work harder to build this destination brand. Branding is important because it will be one of the most important factors for the success of this area. While no one will admit to choosing their vacation spot based on its logo design, this and other visual elements of the brand will play a huge part in the subconscious part of this decision.

Whatever the type of business or organization you are promoting, logo design is a huge part of achieving success. Branding communicates important information about your company to your target audience. Your logo design will have a huge effect on your bottom line. If you don’t have a professionally designed logo that you can be proud of, it is time to get one!

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.