san diego City Branding
I created this San Diego city rebrand as part of a 2024 typography project. Inspired by my personal connection to the city, this project celebrates the San Diego spirit—its vibrant energy, rich history, and laid-back coastal charm—through a bold new visual identity.
Role: Graphic Designer, Brand Strategist
Tools: Illustrator, InDesign, Photoshop, Figma
Project Type: City Rebrand, Typography, Tourism Campaign
What I Created:
Built a San Diego-inspired moodboard.
Designed a warm, coastal logo.
Selected typography and crafted a custom color palette.
Illustrated local landmark and wildlife icons.
Created wayfinding signage and tourism collateral.
Designed branded merch, including a surfboard.
Mocked up a responsive tourism website.
overview
The challenge in this project was finding a branding direction that truly captured the spirit of San Diego. With so many iconic elements—historic landmarks, coastal beauty, and laid-back vibes—it took time to land on a style that felt authentic and cohesive.
the challenge
moodboard and type exploration
San diego — America’s Finest City
To kick off the branding, I built a moodboard inspired by San Diego’s tagline: “America’s Finest City.” I wanted to nail that friendly, relaxed vibe the city’s known for—think timeless charm meets beachy sophistication. Pulling from historic architecture, coastal landmarks, and vintage travel posters, the board set the tone: welcoming, elegant, and unmistakably San Diego.
For typography, I searched for a clean, modern sans-serif that felt approachable but polished.
Typography & Color System
San Diego’s colors came to life for me during moments I’ll never forget—golden sunsets at Sunset Cliffs and endless blue skies while surfing at La Jolla. Those vivid memories shaped this sun-soaked palette.
I chose ITC Avant Garde Gothic Pro for its clean geometry and friendly curves. Designed in the 1970s by Herb Lubalin and Tom Carnase, it captures a modern spirit that fits San Diego’s blend of timeless charm and bold energy.
Sea, seals, and sunshine– what more do you need?
This San Diego logo draws inspiration from a meaningful childhood memory—enjoying hot chocolate at OB Pier while watching a seal swim between the pillars. Experiences like this reflect the coastal charm and lively spirit the seal symbolizes, making it a fitting emblem for the city.
Logo
banners and posters
To bring the San Diego brand to life, I designed banners and posters inspired by meaningful places—sunset views at Sunset Cliffs, strolls through Balboa Park, collecting sand dollars near the Hotel Del, and watching ships from Cabrillo Lighthouse with my grandparents.
Each piece was crafted to feel warm and welcoming, reflecting San Diego’s vibrant spirit and inviting others to experience its charm.
Wayfinding
san diego — forever exploring.
My goal in creating the wayfinding system was to design symbols that were both letters and icons representing what San Diego is known for—making navigation fun, memorable, and intuitive.
website mockup
This website mockup was created as a bright, welcoming digital space to support the San Diego rebrand—capturing the city's sunny spirit and encouraging tourism through intuitive design and vibrant visuals.
VISUAL DESIGN & BRANDING
The visual direction takes inspiration from San Diego’s beachside landscapes and iconic coastal energy. Custom wayfinding icons inspired by local wildlife, landmarks, and neighborhoods give users a fun, visual way to navigate the city’s many offerings.
USER EXPERIENCE GOALS
The site is designed for tourists and locals alike. Each section was designed with hierarchy and flow in mind, ensuring users can easily find what they’re looking for, whether that’s planning a weekend getaway or discovering hidden gems in their hometown.
surfboard design
Surf’s up, worries down.
Inspired by stories of my dad and uncle surfing at dawn, I designed a custom board to reflect San Diego’s surf culture.
Featuring the bright orange logo with its playful seal and sun, the board is a bold, recognizable brand extension—and a tribute to the city’s ocean-loving spirit.
impact
Positioned San Diego as a premier travel destination through a compelling rebrand.
Translated the city’s history, natural beauty, and vibrant culture into a cohesive, modern identity system.
Strengthened brand recognition with a clear, impactful visual identity.
Designed to drive tourism growth and elevate San Diego’s profile in the competitive tourism market.
