In 2019 Visit Houston, the tourism arm for the City of Houston, sought to align their brand with the creative and inspirational perspective their marketing materials have reflected in recent years. Promoting exciting openings, landmark anniversaries and new developments throughout the city with a less corporate, more casual, fun-loving and inviting tone.
Brand Identity Design
Graphic Standards Guide
After rounds of iterations bringing in elements of inspiration from graffiti street art and creative custom lettering, the final direction to get the thumbs up was a brushed script typeface for HOUSTON with a smaller, sans serif VISIT balanced with horizontal rules.
The logo will appear on a new website redesign as well as a wide variety of print and digital applications so to maximize flexibility the logo was fine-tuned into four distinct variations: the primary logo, a version for small applications with less painted detail, stacked applications for tight logo placements and a square (1:1) arrangement ideal for social media profiles. These versions work together to help Visit Houston maintain a similar tone across platforms and mediums.
The logo is presented in seven different colors (with Houston-themed names like Deep Space Indigo, Rodeo Boot Pink, Poolside Teal, etc.) to inject some fun into stationary, business and marketing documents. For long-form text the logo is paired with the Maven Pro family. Maven Pro offers rounded letter forms that make it approachable and friendly in headlines and call to actions.
The end result is a logo unlike corporate marks — tied to the bottom corners of documents with the fine print— but instead can be blown up, presented larger than life or stand on its own radiating an inviting feeling of both inspiration and playfulness.