Following a year of planning, the Santa Cruz County Conference & Visitors Council is unveiling a fresh new logo and brand to elevate the exposure of California’s favourite beachside destination.

“Santa Cruz” is presented in a gradated shade of orange, with a teal-coloured sea star between the words accompanied by the tagline “Let’s Cruz”.

Maggie Ivy, executive vice president of the CVC, described the slogan as “the quintessential California beach town personified”.

“This new brand is crafted around - and illustrates - the authentic and unique attributes of our destination,” she added.

The new brand was established after a year of gathering the feedback of locals and visitors: community leaders, board members and marketplace influencers. 

The announcement of the new brand coincides with the CVC’s newly redesigned website, Visit Santa Cruz app and mobile access site.

“Santa Cruz has emerged as a vacation destination of choice for international travellers,” said Ivy. 

“The visitor experience has been influenced by the growth in popularity of Santa Cruz’s signature events, its history as the birthplace of mainland surfing in the United States, its legendary seaside amusement park, our proximity to California’s iconic Highway 1, burgeoning boutique wineries and gorgeous redwood forests…all these elements help to paint a picture of who we are as a destination in the eyes of visitors.”