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New Tourism Logo Campaign

SAN LUIS OBISPO, CALIF. – San Luis Obispo tourism has a new look beginning this October with a refreshed logo and new advertising campaign that signify the city’s continuing evolution as one of California’s top destinations.

The logo uses an organic, hand-drawn treatment of “San Luis Obispo” and a stylized sun to reflect the nature and sunshine that help define San Luis Obispo and convey the casual elegance that San Luis Obispo has become synonymous with. The color pallet was inspired and sourced from San Luis Obispo’s most iconic imagery including rolling hillsides, historical buildings and blue skies.

“The new look reflects what San Luis Obispo has become in recent years, a destination brand that exemplifies authentic, sophisticated California,” said Nipool Patel, owner of Lamplighter Inn & Suites and Chairman of the SLO TBID board.

In addition to the new logo, San Luis Obispo will be represented by a new ad campaign that contrasts the busy, fast-paced, crowded routine of large cities with the appeal of bike rides, leisurely strolls and the natural skyline of San Luis Obispo.

The creative effort, led by BCA graphic designer Emily Hsiao, reflects what San Luis Obispo has become in recent years, an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached to, and return to for renewal.

“It’s exciting for our two San Luis Obispo firms to produce the signature identity that showcases our community to visitors,” said Shari Clark, BCA account executive. “This project is a point of pride and a labor of love for both BCA and StudioGood, and we are excited to see the campaign get underway.”

Changes are being rolled out starting this month, most prominently in print and digital ads, website updates and physical collateral.

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