CARLSBAD — For the first time in the team’s history, the women of the Park Hyatt Aviara A team won the North County Doubles League championship March 30, defeating a powerhouse team from Carmel Valley Tennis. In six lines of doubles, each of which is sc
ENCINITAS — Did the founders of some of famous brands give much thought to their name, the logo, what message was conveyed with the entire structure of the brand? It’s no accident that people automatically recognize certain brands-awareness and perception are the keys, said Downtown Encinitas Mainstreet Association Executive Director Dody Crawford.
It is with that in mind that laying the groundwork for a cohesive, premiere Coastal Highway 101 destination has been in the works for several months and has culminated in a distinctive brand, launched by DEMA April 7.
“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 main streets but each with its own unique flavor,” said Crawford. “DEMA is very pleased with the outcome and enjoyed working on this project with our sister main streets. United, we have achieved much more than if we had worked separately.”
The tagline for the MainStreet 101 is: Sunny with a Chance of Waves. Encinitas 101 is Fun, Sun and the 101.
According to Erich Broesel and Matt Faulk at Basic Brand Studios in Encinitas, ensuring that the three coastal Mainstreet associations — Cardiff by the Sea, downtown Encinitas and Leucadia — retained their character while finding the common thread that ran through each was an exciting process.
The Coastal Highway 101 identity is comprised of more than just a logo. In this case, it is three distinct depictions of the separate communities and one that encompasses them all and a tagline. It is the planned, strategically focused and integrated process that will guide the clarity and purpose of a coastal destination for business, residents and visitors alike.
“This is among the friendliest beach communities I’ve ever encountered,” Broesel said. “Sure, there is a sense of local pride but not to the exclusion of outsiders who want to make this a destination.”