The San Francisco Travel Association revealed a brand refresh for the organisation and the destination at its 109th Annual Luncheon held at The Moscone Centre.

Joe D’Alessandro, president and CEO of San Francisco Travel, presented the new approach to some 1,000 attendees saying: “A brand is more than just a logo. It’s how we see ourselves. More importantly, it’s how others see us—and how others see us is more critical than ever before. It is our most important asset, and proper management of it is key to our success.”

“Regularly reassessing brand ensures that it remains well-defined, consistent, accurate, and relevant. The nine-month process that we have just completed was not about making drastic changes but fine-tuning and updating – bringing more focus to the most important elements of the way we position the city and allowing us to speak in the most relevant way possible,” he added.

“It showcases our scenic beauty.”

The new branding was developed after extensive research and development by Miles Partnership and Destination Analysts, in partnership with San Francisco Travel.

“We wanted to be sure that our brand was reflective of the destination, that it was contemporary and understood by a global audience. And that it reminded people of the promise of San Francisco,” said Howard Pickett, executive vice president and chief marketing officer of San Francisco Travel.

The result is a new and refreshed brand for San Francisco, a brand that’s bold, welcoming and optimistic. It showcases our scenic beauty and our inner beauty.  And it deeply connects visitors to their favourite destination and ours: San Francisco, D’Alessandro said.