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.