The Santa Barbara Conference & Visitors Bureau and Film Commission (SBCVB&FC) is excited to unveil the work of a year’s worth of collaborative efforts to evolve and modernize its brand. The result is a fresh corporate identity that effectively communicates the organization’s mission to promote and inspire visitation to the destination. The new name, Visit Santa Barbara, clearly communicates the organization’s purpose to consumers and hospitality partners.

“As the tourism industry evolves, travelers become savvier, and hospitality partners look to a united voice to represent the destination, it was time for us to update our brand image to align with these trends,” says President & CEO Kathy Janega-Dykes. “Visit Santa Barbara concisely conveys what we do and the new mark evokes the romantic and long-standing coastal history of the area.”

For the past year, alongside key industry leadership, SBCVB&FC underwent a comprehensive strategic planning process to blueprint organizational growth. This process resulted in the decision to streamline the organization’s name with one that more clearly reflects SBCVB&FC’s elemental role in the community.

“Travelling to Santa Barbara is already fun and easy,” says Santa Barbara Mayor Helene Schneider. “The simplified name is in line with the City’s goal of making Santa Barbara as approachable and welcoming for visitors as possible. Find out for yourself!”

The new branding is comprehensive—the logo was updated to preserve, simplify, and modernize the current mark, which has represented the Santa Barbara travel and tourism brand for eight years. Inspired by the destination itself—including mission architecture, wrought iron, local signage, and gardens, flowers, and palms—the new mark evokes the meaning of Santa Barbara to all who experience it. A mainstay of the logo is the signature mark of Saint Barbara, a masthead that has long remained a mystery, until now. As unique as the destination itself, the new brand goes beyond name and logo, incorporating the story of the saint for which the city is named. Exiled to a tower by her father, Saint Barbara stood watch over all who embarked upon Santa Barbara’s shores. Known as a protector of ships, a patron saint of masonry, and an overseer of ocean tides, Saint Barbara’s lore aptly links to Santa Barbara itself—its protective harbor, recognizable style, and famous coastal community.

Santa Barbara’s storied history, dedicated community, and world-class travel opportunities are now communicated through one brand voice in an identity that distinguishes Visit Santa Barbara’s brand mark, evokes its unique story, and creates a distinct and recognizable visual identity.


Visit Santa Barbara is a non-profit 501(c)(6) organization jointly funded by the City of Santa Barbara, the County of Santa Barbara, the South Coast Tourism Business Improvement District (TBID) and by a membership of hospitality-related busi­nesses. The primary mission of Visit Santa Barbara is to enhance the economies of the City of Santa Barbara, South Coast communities and Santa Barbara County areas through tourism marketing that increases business revenue, tax revenue and creates jobs.


Voted Best Getaway by L.A. Times Readers’ Choice Awards in 2012, Santa Barbara is located just 92 miles north of Los Angeles and 332 miles south of San Francisco, on the Pacific coastline. Visitors can arrive via scenic Highway 101, Amtrak train or Greyhound bus or by flying into Santa Barbara Municipal Airport or Los Angeles International Airport. For travel and accommodation information and to request a free copy of the official Santa Barbara County Visitors Magazine, contact the Santa Barbara Conference & Visitors Bureau and Film Commission at 800.676.1266, 805.966.9222, or Visitor information is also available at the Visitor Center, 1 Garden Street (at Cabrillo Boulevard).


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