visual identity that reflects its unique character. This included designing a logo, color palette, icons, way finding elements, outdoor signage, merchandise, and a website. Every design decision was influenced by the landmarks, history, food, and wildlife that define the city—from its iconic beaches and historic missions to the seals and sharks that call its waters home.

San Diego City Branding

San Diego is a city full of vibrant culture, rich history, and stunning coastal landscapes. My goal for this branding project was to capture the essence of San Diego through a cohesive

objective

My objective was to create branding for the city of San Diego, California. This included designing a logo, a color palette, icons, way finding, outdoor signage, merchandise and a website, all while highlighting the tone, spirit, and style that San diego has to offer.

moodboard and type exploration

Sketches

I created these sketches/icons based off of the landmarks, history, food and animals that san diego is most known for. this included elements such as their beaches, missions, historic hotels, skyline, sharks, seals, and dolphins.

Final Designs

Final Logo

Vertical Poster (Cabrillo Lighthouse)

Vertical Poster (Crystal Pier)

Wayfinding Icons

History Awaits YOU (Balboa Park)

Nostalgia Awaits YOU (Hotel Del)

Adventure Awaits YOU (Sunset Cliffs)

Surfboard Design

Historic Landmarks Wayfinding

Dining Destinations Wayfinding

Lodging & Accommodations Wayfinding

Scenic Roads & Landmarks Wayfinding

Fonts and Colors

Inspired by both the warm classic elements of the city landscape and the vibrant blue beaches of San Diego, I created a color palette that consisted of La Jolla Blue, Torrey Pines Torquiose, Sunset Cliffs Orange, and Coronado Yellow. I also went with ITC Avant Garde Gothic Pro for it's simple yet friendly look to let the seal logo truly stand out.

Mockups

Conclusion

By blending the warmth of San Diego’s classic architecture with the energy of its oceanfront beauty, I developed a brand identity that feels both welcoming and dynamic. The color palette, inspired by beloved local destinations like La Jolla and Sunset Cliffs, brings the city’s coastal charm to life, while the choice of ITC Avant Garde Gothic Pro adds a clean and friendly touch. This branding celebrates what makes San Diego special, creating a visual experience that both locals and visitors can connect with.

The Phantom of The Opera

Texas Renaissance Fair