Daytona Beach unveils 'World Famous Daytona' branding push, proposes brand manager and district identities
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Summary
Communications staff showed a 'World Famous Daytona' brand rollout that includes new colors, fonts, district logos, park signage and heritage trails, and proposed a brand manager to implement style guides, signage and merchandise funding strategies.
City communications staff presented a multi‑year branding initiative on Nov. 20, titled "World Famous Daytona," proposing a formal rollout that includes a citywide identity, district sub‑brands (Beachside, Midtown, Downtown, Speedway), park signage, heritage trail story signs and a program to monetize merchandise.
Susan Serbonne, communications and marketing manager, and Beth Gibson, city grants manager, described the design system's colors (blues and accent orange/red), fonts and icons and said the brand has been in use for about five years. The staff recommended establishing a brand manager position and a quality‑control design review process, distributing style guides and conducting staff workshops to ensure consistent implementation.
Gibson outlined potential funding sources: grants tied to signage and historic preservation, tourism development tax dollars that benefit visitor-facing experiences, and eventual revenue from "Made in World Famous Daytona Beach" merchandise to sustain the program. She said staff has identified about 70 assets (parks, historic sites, district corridors) that could be brought into a branded destination system, including a planned Black Heritage Trail and story signage for parks.
Commissioners responded favorably to the presentation, noting the potential to increase visitation and civic pride, and asked staff to continue implementation work and return with next steps.
