The Tacoma Regional Convention + Visitor Bureau unveiled a new brand identity for Tacoma and Pierce County at the newly reopened Foss Waterway Seaport on July 24.

The new brand, titled “Fearless Exploration,” promotes Pierce County as a place for just that.

“We’re a place for people to trek unafraid through the woods of Mount Rainier in the rain, fearless of breaking a sweat in the heat of the hot shop while blowing glass, and resiliently tilling the soil that grows some of the world’s best rhubarb,” said Bridget Baeth, TRCVB’s director of marketing and communications.

Guests attending the launch got a taste of the brand firsthand through glass flameworking, sampling mountain-inspired food, listening to local bands, and checking out collector boats and cars on exhibit. They also each received a bottle of Fearless Exploration, a new seasonal Imperial Rye IPA that TRCVB worked with Harmon Brewery to create.

“We see our brand as who we are. It’s not a logo. It’s not a slogan. It’s the total sum of words, images and associations that form the customer’s perception and helps us distinguish our destination from other cities,” said Baeth.

To promote travel to the region, the brand uses three iconic images — Mount Rainier National Park, glass art and collector vehicles — and five characteristics that define people who live in and visit Pierce County — approachable, proud, relaxed, tough spirited, and witty.

“This is one unifying message that all the different communities in Pierce County can use,” said Baeth.

Over the next few months, the TRCVB will gradually roll-out the brand and ensure that people understand what having a brand means.

The hope is that local businesses and groups will integrate the brand into their own marketing.

The main vehicle for the new Tacoma + Pierce County brand is www.traveltacoma.com, which has been redesigned to showcase the new blue, orange and gray color scheme. Eventually the brand materials, including the colors, fonts, and descriptions, will be available online for others to adopt, said Baeth.

In addition to the new brand, the TRCVB also presented traveltacoma.com/explore, a new section of the website, which features stories on the local food, music, beer and blue-collared arts scene to inspire potential visitors.

“We hope that locals will embrace this brand and inspire others by living and sharing the Pierce County story,” said Baeth.