Paso Robles is rebranding itself again, this time redesigning its tourism logo with bolder text and brighter colors to continue promoting the area’s food, wine and rural scenery.
The new artwork, an effort spearheaded by the city’s tourism industry, will launch on promotional materials in February. It was designed to help Paso Robles’ tourism businesses communicate what the area has to offer by replacing an older design sporting jumbled text and earth-tone colors with “more vibrant colors and a design element that is easier to read,” said Amanda Diefenderfer, Travel Paso Robles Alliance’s destination manager.
The alliance, which led the logo effort, formed in 2008 and oversees the spending of a 2 percent tax on hotels in the city that funds tourism promotion.
While the new logo doesn’t change the city’s black-and-white oak tree seal used on the city’s website and council agendas, it does replace the city’s tourism logo from 2008 used on the Alliance’s website, www.travelpaso.com, billboards, the Paso Robles bus-wrap at Hearst Castle and other promotional materials.
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The previous logo and colors were designed to “evoke a sense of place, unity (and) rural tradition” of Paso Robles, according to a press release from 2008.
In contrast, the new logo, approved by the City Council at its Nov. 18 meeting, uses a black brush-stroke font to spell out P-A-S-O with four brightly-colored circles in the background. “Paso Robles, CA” is also displayed across the bottom.
“Each colored dot evokes a different element of Paso Robles: the rolling green hills of a rural culinary culture skilled in the farm-to-fork arts, sun-kissed golden landscapes, a vast blue sky filled with the promise of good times to be had and the rich cabernet color of an acclaimed wine industry brimming with possibilities,” Diefenderfer said.
“The brush stroke element of the word ‘Paso’ is indicative of the vibrant arts and culture scene in Paso, and the font itself is handwritten giving Paso its own signature that is as unique as the destination itself.”
The new logo also drops the city’s “Authentic California” slogan, also developed in 2008. The slogan may be re-worked, as tourism officials work to determine if it resonates with potential visitors, Diefenderfer said.
Paso Robles started aggressive self-promotion in 2006, when the city's economic strategy included the priority of telling people outside San Luis Obispo County about the city's heritage and character. The Travel Paso Robles Alliance has since built on that, promoting Paso Robles’ rural landscapes, farm-to-table culinary ventures and, it’s wine country.
The new logo was designed by the Roseville-based firm AugustineIdeas and went through public reviews at meetings with the Travel Paso Robles Alliance and the Paso Robles Tourism Collaboration Committee.
An earlier version of the logo included a loop in the “O” (in PASO), which was later removed after Paso Robles Tourism Collaboration Committee members in October said they liked the new “art/family focus” of the logo, saying it was “not stuffy,” but expressed concern that it was “a bit too whimsical, and refinement could make it better reflect what Paso Robles truly is as a destination,” according to city documents.
A test market of about 650 people, made up of visitors and tourism partners, also provided feedback. The poll generated both likes and dislikes for the design.