Pinellas County is county in Florida which is a part of what is called the Tampa Bay Area. The county is marketed by an official tourism marketing organization called St. Petersburg/Clearwater Area Convention & Visitors Bureau. It is named after the two largest cities in the county, and those two names are also used when marketing the county. Late January this year, a new identity was launched for the area, created by a team at Pentagram in New York.
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| Previous logo. |
The previous identity was launched around October 2007 when the St. Petersburg/Clearwater Convention and Visitors Bureau changed its brand name to Visit St. Pete Clearwater.
Choosing from several possible symbols, Pentagram's Michael Bierut and Joe Marianek settled on a round symbol with swirls that can represent "breaking waves and bright sun" as well as the initials S, P and C. This is combined with the Mr Eaves typeface.
Visit St. Pete Clearwater first published the new identity on their Facebook page on January 27, announcing a bus ad campaign that would start in New York City that same weekend. Pentagram tweeted about this on January 28, publishing a case study on March 11. The official Visit St. Pete Clearwater site wasn't updated until several months after the new logo first appeared.
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