[Ventura County, CA] - April 2025 - The Ventura County Lodging Association, also known as Ventura County Coast (VCC), is excited to announce the launch of a new visual identity. Developed in collaboration with their creative agency The Brand Leader, the refreshed look modernizes the VCC brand while remaining rooted in the region's iconic surf culture, stunning coastal landscapes, and warm, welcoming communities.

As the destination marketing organization representing the cities of Camarillo, Oxnard, Ventura, and Port Hueneme, VCC is a premier escape for travelers seeking coastal adventure, family fun, and laid-back California charm. The new identity captures the spirit of the region through a design inspired by vintage California travel posters and classic coastal signage. A rich, nature-inspired color palette draws from golden sunsets, ocean swells, and lush scenery, bringing the essence of Ventura County Coast to life in a fresh, modern way.
 
“We wanted a brand identity that captures the essence of Ventura County Coast — laid-back, adventurous, and authentic — while showcasing the unique aspects of our diverse community,” says Brian Tucker, President and CEO of Ventura County Coast. “This refresh is more than just a new look; it's a statement. It helps communicate to the world why our destination is the place to experience the California they once dreamed of.”
 
At the heart of the new identity is a dynamic and adaptable brand mark. Unlike traditional wordmark logos, Ventura County Coast's updated mark features interchangeable iconography that shifts depending on audience or context. Whether highlighting the region's family-friendly opportunities, sunny lifestyle, or outdoor adventures, the flexible icon system allows for more personalized, story-driven branding. This level of versatility and creative direction celebrates the region's diversity; uniquely flexible, distinctly VCC.
 
The new brand is more than just aesthetic — it is a strategic move to attract travelers looking for authentic, affordable, and memorable experiences.

“Our goal was to create something fresh, new, and ever-evolving. We loved the idea of a brand mark that adapts to our audience while staying instantly recognizable” says Dave Lion, Director of Marketing and Communications for Ventura County Coast. “The Brand Leader nailed it with a set of icons that highlight different aspects of our destination while keeping a unified look. Interchanging icons based on what we are featuring and who we are speaking to keeps things dynamic.”

The updated branding is being rolled out across all digital and physical touchpoints, including social media, advertising, in-destination signage, and promotional items. To see the new brand in action explore our brand refresh deck here. To learn more about Ventura County Coast, book your stay at venturacountycoast.com.

Media Contact:

Kristal Silva, Communications and PR Specialist | Ventura County Coast

Email: ksilva@venturacountycoast.com, Phone: 805.535.6251

Press Images:

Link Here

About Ventura County Coast: Ventura County Coast (VCC) is where California's relaxed coastal charm meets endless adventure. Encompassing the vibrant cities of Camarillo, Oxnard, Ventura, and Port Hueneme, VCC invites travelers to experience wide-open beaches, incredible year-round weather, and a welcoming atmosphere just an hour north of Los Angeles. Administered by the Ventura County Lodging Association (VCLA), the VCC brand represents more than 60 lodging partners and destination marketing organizations dedicated to attracting both business and leisure travelers. Follow VCC on Instagram at @venturacountycoast or visit www.venturacountycoast.com.

About The Brand Leader: The Brand Leader is a full-service branding agency based in Greenville, South Carolina, specializing in brand strategy, design, and storytelling that connects. With over two decades of experience, the agency partners with visionary companies and organizations to craft compelling brand identities that resonate deeply with audiences. From brand development to web design and marketing campaigns, The Brand Leader brings bold ideas to life with clarity, creativity, and purpose. Known for their collaborative approach and award-winning work, they help brands stand out—and stay ahead. Learn more at www.thebrandleader.com or follow along on Instagram @thebrandleader