The newly reopened Foss Waterway Seaport played host to the Tacoma Regional Convention + Visitor's Bureau's unveiling of its new brand identity for Tacoma and Pierce County on Wednesday, with more than 200 guests on hand for the event.

In addition to a new visitor-centric logo (pictured), which now includes the word “travel,” the TRCVB also publicized a new marketing campaign, titled “Fearless Exploration.” This campaign reflects the brand promise — that Pierce County is “a place to fearlessly explore a fusion of natural beauty and an accessible arts culture.”

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

“We see our brand as who we are,” said Bridget Baeth, TRCVB's director of marketing and communications. “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. We hope that locals will embrace this brand and inspire others by living and sharing the Pierce County story.”

Through a storytelling approach, the TRCVB will promote travel to the region focusing on three iconic images: Mount Rainier National Park, glass art and collector vehicles.

“Brands must be unique to stand out,” said Bennish Brown, TRCVB president and CEO. “We can’t be all things to all people. In order to be memorable, we must focus on a few key messages that will capture the hearts and minds of our customers.”

The main vehicle for the new Tacoma + Pierce County brand is, redesigned to showcase the new blue, orange and gray color scheme.