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Santa Cruz County unveils new logo and tagline: 'The place of amazing places'
Summary
County communications director Shannon Hull introduced a new county logo developed with community photo submissions and a tagline intended to represent the whole county; staff will phase in the new mark and retire the old logo by year-end.
Santa Cruz County officials unveiled a new county logo and the tagline “The place of amazing places” at the May 13 Board of Supervisors meeting.
Shannon Hull, director of communications and community relations, said the design process included a small committee and community photo submissions to reflect the county’s varied landscapes, history and communities. “We wanted something more modern for the county,” she said, adding the logo’s S-curve is inspired by the Santa Cruz River and the colors were chosen to reflect grasslands, mountains and desert.
Hull said the county soft-launched the mark to staff, will finalize brand guidelines and plans to sunset the old blue circular logo by the end of the year. Departments will update vehicles, signs and public-facing assets as budgets allow, and the county expects a phased rollout with the website updated the same day.
Supervisors praised the design and asked staff to report back with metrics on economic impact from film production when available; board members noted film and tourism growth in the county.
The communications office compiled a community photo collage and acknowledged contributors; staff said the vendor provided a refresh opportunity at no charge every three years, which helped reduce costs.
What comes next: brand guidelines will be issued to departments, the county website and social pages will show the new logo, and physical assets will be updated over time as budgets permit.
