When you’re in Carlsbad, simply put … it’s all good. There’s a vibe here that’s unlike anywhere else, a freedom to enjoy the day how you see fit. It’s a story we wanted to share—to invite people to come get a piece of the good life in Carlsbad.
So we dove in, conducted research, and created an entirely new brand for Visit Carlsbad. This platform (including a new logo, tagline, and full ad campaign) represents our destination and what makes it so one of a kind.
CAMPAIGN: ALL GOOD
The more we explored what truly sets Carlsbad apart from other places (even other Southern California coastal destinations), the more it became clear. There’s an attitude in Carlsbad that encourages its locals and visitors to unwind, to play, to grow, to eat, to drink, to explore … however they want to. It’s a permission to ignore your emails, your to-do list, and definitely your age. It’s a call to try something new. Or try doing nothing at all. It’s an invitation to go ahead and order dessert. Or that spa treatment. Or that next round. Whatever you do, just do you. Because here in Carlsbad … it’s all good.
Those two words (“All Good”) became the heart of the new Carlsbad brand. It’s the answer to every question, the punctuation mark at the end of every thought. It’s all good.
This new mark is designed to be versatile, ownable, eye-catching and memorable, whether at the end of a brand video, on a digital ad unit, or reduced down to a social media icon. It’s modern, stylish graphic design treatment makes it immediately feel wearable.
The elements of the logo pay homage to Carlsbad’s physical and attitudinal highlights, and introduce the brand’s new custom color palette:
The Surfboard Teal line brings energy with the wave curl, and recognizes the importance of the coast to this destination.
The Sunbeam Yellow sun speaks to the amazing weather that creates a backdrop for every Carlsbad adventure.
The three stripes on the bottom (Ranunculus Red, Flower Fuchsia, and Sunbeam Yellow again) represent the iconic flower fields that bloom in spring.
The Lagoon Blue used in the word “Carlsbad” hints to the area’s unique lagoons.
INTO THE WORLD
The new Carlsbad brand (including the “All Good” campaign and the “Waveshine” logo) is launching this October! You’ll see the material on the Visit Carlsbad site and social channels, as well as paid marketing efforts across digital media, TV, and elsewhere. We can’t wait to introduce this new Carlsbad story.
Plan Your Stay
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