Fun, Sun and the 101: Local Mainstreets Get Branded

The mainstreet associations of Encinitas, Cardiff by the Sea and Leucadia came together Thursday to unveil a new, collaborative brand for the coastal 101.

All three organizations, as well as local marketing company , were on hand to present the new logos to the Cultural Tourism Committee during a monthly meeting.

Four different images were revealed—a distinct logo for each community, plus one more for the corridor as a whole—to show the identity of the community along Coast Highway 101. 

Leucadia’s mainstreet is identified by a canopy of trees, downtown Encinitas’ logo reflects the hustle and bustle of commerce and Cardiff is highlighted by cliffs, beaches and lagoons. Running through each of these images, of course, is the iconic highway.

“We wanted to freshen up our look and provide a brand to promote downtown Encinitas—and, on a larger scale, the coastal corridor—by having a unifying theme used by all three mainstreets but each with its own unique flavor,” said Executive Director Dody Crawford. “DEMA is very pleased with the outcome and enjoyed working on this project with our sister mainstreets. United, we have achieved much more than if we had worked separately.”

Each logo also has a tagline, like “Fun, Sun and the 101” and “Sunny with a Chance of Waves.”

Creative director for the branding project, Erich Broesel, said the goal behind the logos was to find a common thread—something every potential visitor, prospective merchant and family will consider when visiting or relocating to the area—while also highlighting each community’s unique personality.

“We wanted them to be sisters, but not twins,” he said.

The other goal was to keep the brand as simple as possible.

“We’re always challenging our clients to keep it simple, keep it clean,” Broesel said.  “We like to say, ‘Keep it basic,’ and that’s where our name comes from.”

Get ready to see the new brand everywhere, effective immediately. The mainstreet groups will be distributing recyclable bags at the Encinitas Street Fair and banners, T-shirts and mugs will be popping up soon as well.