Over the years, Jacober Creative has embarked on various ambitious city branding initiatives that have helped rebrand some of Florida’s most well known destinations as well as some hidden gems. The city of Destin, Florida is one such destination that is a harmonious mix of both. With white sand beaches, world famous fishing, challenging golf courses, and located in the heart of Florida’s “Emerald Coast,” Destin is known as much for its blues as its greens. And although it boasts plenty of world-class accommodations and amenities, as well as a rich biodiversity — Destin has managed to keep its relaxed family-friendly spirit.
As part of our internal place branding initiatives, we wanted to celebrate the multi-faceted splendor of Destin’s amenities from a leisure as well as ecological perspective. We started with a logo badge that viscerally represented the sun and sea that makes Destin so appealing. A very clean sans serif typeface that reflects the easy-going and unfussy ambience is located within an oversized sun as it sets on the sea. Upon closer inspection, one can see that the water beneath the nameplate is comprised of an undulating pattern of waves that are actually fish — a representation of Destin’s nickname as the “world’s luckiest fishing village.” To complete the logo, the scene is encapsulated in a large emerald shape, further polishing its presence as the gem of the Emerald Coast.
The many components of the Destin branding can then be dissected for use on various collateral and marketing assets like the Visitor’s Guide, apparel, website design, and more — ensuring that there’s a consistent and cohesive look and feel to each touchpoint as visitors plan and experience their vacations.