PHOTO #1: The City of Victoria recently unveiled a new brand name for the tourism department: Discover Victoria, Texas.
PHOTO #2: The City unveiled a variety of new tourism branding materials May 4 at El Paso Tacos & Tequila.
PHOTO #3: The rose in the new branding materials echoes Victoria’s title as the “City of Roses” as well as the floral imagery found in Mexican art and culture.
PHOTO #4: The City’s new tourism slogan, “True to Tejas,” pays tribute to Victoria’s Mexican and Western heritage.
PHOTO #5: Images of Victoria were used to develop the colors for the new branding materials, as seen in this image from the branding kit created by Madden Media.
The City of Victoria has a message for would-be visitors: Discover Victoria, Texas.
The City’s tourism department unveiled its new branding May 4 during an event held at El Paso Tacos & Tequila in conjunction with the VTX Art Walk and Guac Party downtown Victoria.
In addition to the department’s new brand name, “Discover Victoria, Texas,” the reveal included a new logo and branding materials, as well as a new tourism slogan: “True to Tejas.”
The branding kit was developed by Madden Media following a yearlong process of consultation with residents, stakeholders and local officials. The consultant sought to learn what residents think of Victoria and which aspects of their city they would like to emphasize.
During this process, many residents shared their pride in Victoria’s multiculturalism, vibrant local arts scene and rich history. Residents also expressed a desire to highlight Victoria’s Mexican culture and ranching heritage.
Elements of the new logo reflect that heritage as well as Victoria’s natural beauty. The rose echoes Victoria’s title as the “City of Roses” as well as the floral imagery found in Mexican art and culture, while the font choice is intended to evoke Western culture.
The colors of the logo are vibrant while incorporating natural tones, reflecting natural areas such as Riverside Park.
Meanwhile, the name itself—Discover Victoria, Texas—is meant to reflect Victoria’s status as an emerging destination.
“Many people are just beginning to discover Victoria—whether as a tourist destination or as somewhere they’d like to live or start a business,” Discover Victoria, Texas Director Joel Novosad said. “Our bicentennial has helped to draw some attention to the region, and we want to continue inviting people to come and see what Victoria has to offer.”
The new slogan, “True to Tejas,” pays tribute to Victoria’s Mexican and Western heritage, which will play into the City’s new annual festival, Tejas Fest. The inaugural Tejas Fest will be Oct. 4-5 in downtown Victoria. More details will be provided as they become available.
The new branding has already been implemented across the department’s website and social media platforms; going forward, it will also be incorporated into printed materials, such as the maps and brochures at the visitor center.
To learn more about attractions and events in Victoria, visit www.discovervictoriatexas.com.