Old Town Newhall Branding

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Old Town Newhall Rebranding 2018

City of Santa Clarita

Tasked with designing an identity for the newly revitalized Old Town Newhall, the City’s Communications team and Graphic Designer set out to create a new graphic look that would capture the excitement of the area’s new nightlife options, arts and entertainment venues, shopping opportunities, restaurants and tasting rooms – while highlighting the rich, western heritage in this area of town. A new movie theater was also in construction and the City-owned parking structure was nearing its grand opening. As the City prepared for the parking structure’s ribbon-cutting event, the decision was made to create a new identity for Old Town Newhall that commemorated the structure’s opening through a rustic, yet vibrant brand that unified the entire district.

Knowing that the Newhall community is the oldest neighborhood in Santa Clarita, it was decided to create a series of interchangeable logos that highlight its diversity. The main graphic feature of the new branding all tie into Santa Clarita’s local history, including a star from the City’s Western Walk of Stars, a train from the Saugus Train Station and the 19th century Southern Hotel. These beloved landmarks of Old Town Newhall are combined with bright colors to create a new, fresh look – while staying true to the area’s roots. The color palette is a mix of tans, rustic oranges, browns and yellows, as well as blue and turquoise mixed in. This creates a brand that is visually appealing to today’s viewers while also evoking a sense of the area’s rich Western history.

Logos and artwork

Actual Use

As the new parking structure was completed, the decision was made to use the new branding throughout the structure in the entryway, elevator lobbies and stairwells. A large, 40’ x 15’ statement piece was applied to an interior wall, which mixed old lingo and sayings from the turn of the 19th century – such as “Cool Your Heels and Chow Down” - with graphics promoting all the new things to do in Old Town Newhall.

Supporting Brochure

The Old Town Newhall Association, a collection of business owners operating in the Old Town Newhall district, commented to the City that they “love the branding so much that [they] want to see it printed on shirts and hats” to promote the area – and have to sell as tourist items. The City’s Arts Commission, which oversees arts, entertainment and cultural development throughout Santa Clarita, received an update at its meeting on Old Town Newhall and the new branding. Denise Covert, Economic Development Associate, reported: “The commissioners LOVED the artwork in the structure and the new branding. A few of them saw it in person too and raved about it!”