Baja California Unveils Rebrand as it Prepares for Phased Reopening
The State of Baja California is unveiling a new name, logo and website. In addition to the updated branding, the state anticipates moving to the green phase of reopening in the next few weeks.
As homage to the state’s beautiful topography and outdoor experiences, the new branding incorporates five icons depicting natural elements that can be found throughout the region: ocean, valley, woods, desert and sea. Developed by Tijuana-based Enigma Creative, the vertical composition of the logo is representative of the state’s geography, pride and elegance.
There are numerous icons within the brand language being applied to the logos of each city, offering the flexibility to express a range of activities each is known for – from grape icons for Ensenada, home of Valle de Guadalupe, to waves for Rosarito, a popular destination with some of the best waves for surfers. Simple but varied, the rebranding is a visual representation of the beauty and diversity of the state.
A completely new website for the destination now includes the Baja California branding, along with the latest safety information, planning tools and destination guides for travelers to begin planning future trips.
Launched in tandem with the rebrand, the destination also debuted a new video campaign called “The Road Awaits”. Produced and directed by Spécola, an award-winning creative production house based in Tijuana, the videos showcase the beauty of Baja and its experiences – from off-roading across wide open deserts to biking though lush forests and surfing blue waters along the coast. Filmed over 45 days at more than 25 different locations throughout Baja California, the video is a heartfelt ode to the region. In addition to talented local cyclists and surfers like Carlos MacPherson and Mariana Valencia who are featured in the videos, Spécola created a unique partnership with the Baja California Orchestra to compose two original pieces. Composed by the 22-year-old musician Eduardo Amezcua and conducted by Maestro Armando Pesqueira, the orchestra serves as the poignant musical backdrop to “The Road Awaits.” Featuring vivid sights, sounds and emotions, the videos remind viewers of the beauty and adventure that lie beyond the border, ready to be discovered when the time is right to travel.
For general information about COVID-19 protocol in Mexico, please visit https://coronavirus.gob.mx/, or dial 078 from anywhere within the state to be connected with a representative (from international carriers please dial 686 392 9019).