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Clearwater Welcomes the New Year with a New Brand

Clearwater Bright and Beautiful - Bay to Beach

This year marks a historical milestone for Clearwater. As the city embarks on its 101st year, we are pleased to present the new brand identity for the City.

The new brand is designed to highlight Clearwater’s unique relationship with the bay, Gulf, beach, parks and trails, and the various neighborhood and downtown communities in which residents live, work, and play.

The soft blue shades reflect Clearwater’s inviting water. The lush green color emphasizes the parks and nature centers and future-focused green initiatives. The warm tan color accentuates the sand and the sidewalks in our neighborhoods and downtown.

The ribbons symbolize all the paths forward which are available to those who come here to live, work, play, and/or visit. The circular shape of the logo communicates the all-inclusive nature of the community and that the sun (with record days of sunshine) is a key attraction in Clearwater.

The tagline is representative of the city's geographical stretch from “bay to beach” and the sunny and smart future which is “bright and beautiful.”

“There's much more to Clearwater than our award-winning beaches. We needed an identity that would actually express that,” City Manager Bill Horne said. “Our new identity encompasses all of Clearwater.”

Clearwater is ripe for a new brand as the city moves beyond its Centennial year. “One of the key findings from the research is that residents, visitors, and businesses believe in the potential of Clearwater. We are proud to unveil a new brand that positions us for an exciting future,” said Horne.

The new brand is currently being rolled out across Clearwater on signage, the website, employee uniforms, and vehicle graphics.