TAGLINE & POSITIONING
We researched the city’s history, target audience and more to discover the idea of “centrality” as a key advantage. Santa Clara is between Silicon Valley and San Jose, so it’s industry sits also at the intersection of technology and creativity. We turned this insight into a tagline to embody the city’s promise — The Center of What’s Possible.
We modernized the city’s crest then built a graphic system for every aspect of Santa Clara’s communications. To respect the city’s rich history we infused the warm, terra-cotta color from the roof of the famous Mission Santa Clara de Asís throughout the identity.