Local government launces new marketing effort
October 17, 2019 - MARIPOSA, CALIFORNIA – Mariposa County Board of Supervisors approved a new brand package on Tuesday, October 15, 2019, as part of an integrated effort to enhance place recognition and identification for the rural county. The initiative is anticipated to help attract talent, industry, visitors and jobs to Mariposa County.
The new brand package includes a new logo, patch artwork, logo bugs and taglines. Taglines include, “For the Love of Land,” “Hearts of Gold,” “Edge of Wild” and “ Home of Yosemite”. The package also includes an updated courthouse emblem developed in the late 1970s. The existing county seal remains unchanged.
“Mariposa County’s history is not static,” said Mariposa County Supervisor Marshall Long. “This brand is part of our history. I see this as a bold initiative to get Mariposa County out into the world.”
The brand launch is the culmination of a two-year process led by the County’s economic development division and an advisory committee of thirteen volunteers appointed by the Board. The County hired yogg, LLC, of Richmond, Virginia, to conduct research and translate the findings into art and action.
Development of the place brand was data driven, beginning with a survey of 750 California residents and continuing with public observation and input. Staff worked with the consultant and advisory committee to follow a professional design process based on collected research. Community outreach culminated with a brand road show to seven communities within Mariposa County and the well-attended Yosemite Facelift event in Yosemite Valley. More than three-quarters of the comments received on the project were positive and in favor of the developed package.
“This project was a true collaboration,” said Yosemite/Mariposa County Tourism Bureau Executive Director Jonathan Farrington. “We worked together to create this brand. As a marketer and branding expert, I think we came up with something that is a great representation of Mariposa County."
With Board approval, staff will begin implementing the branding package into more consistent County marketing and communications.
Source: Mariposa County
