Visit Newport Beach Rebrand
A Destination Fashioned
for the Luxury Traveler
Newport Beach, California is a timeless vacation destination with a lauded nautical background and taste for the finer things—so much so that the city consumes the most champagne per capita of anywhere in the US. It’s a place to see and be seen. But the Visit Newport Beach brand lacked that famous sophistication and style. So we asked ourselves, “What if a luxury destination was branded like a luxury fashion brand?”
CREATIVE DIRECTION
ART DIRECTION
DESIGN
The Logo
The mark is made up of custom type featuring with serifs inspired by the burgees—traditional sailing-club flags seen throughout Newport Beach—and contrasting strokes that nod to the custom pattern and nautical heritage of the destination. The icon is an anchor and champagne flute hybrid that speaks to the city’s soirée spirit.
The Pattern
Like luxury fashion brands, we created a signature pattern that is as representative of the brand as the logomark. It can scale to various sizes based on the application and mood.
