San Francisco Travel Association unveils fresh brand

The San Francisco Travel Association revealed a brand refresh for the organisation and the destination at its 109th Annual Luncheon held at The Moscone Centre.Joe D Alessandro, president and CEO of San Francisco Travel, presented the new approach to some 1,000 attendees saying: A brand is more than just a logo. Its how we see ourselves. More importantly, its how others see us and how others see us is more critical than ever before. It is our most important asset, and proper management of it is key to our success.Regularly reassessing brand ensures that it remains well-defined, consistent, accurate, and relevant. The nine-month process that we have just completed was not about making drastic changes but fine-tuning and updating – bringing more focus to the most important elements of the way we position the city and allowing us to speak in the most relevant way possible, he added.