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New Brand Positioning Reflects Santa Clara’s Rich History and Future Prospects

The City of Santa Clara has unveiled the results of a nearly year-long brand initiative.

“The Center of What’s Possible,” the new tagline, reflects Santa Clara’s can-do spirit as well as its geographic and economic strengths. “Our city has a long, full history of pioneering-from the farmers who planted fruit orchards in the 1800s, to the founders of Intel in the 1970s, to our enterprising partners of today,” said Mayor Jamie L. Matthews in a press release.

“We are proud to unveil this new work that so smartly articulates our past and also signals the prospect of a bright future.”


The new positioning and brand identity, with a revamped logo and new color palette and typography, combines old and new in keeping with the spirit of Santa Clara – a municipality boasting a firm place in Silicon Valley’s history that has much to offer prospective business owners and individuals as a home base. It is the culmination of an effort kicked off in early 2014. “We recognize that our city is at a crucial point in our history,” said Vice Mayor Debi Davis, chair of the Santa Clara City Council’s Marketing Committee, which led the initiative. “We know that a city that clearly articulates its value to its residents, businesses and visitors is more likely to be successful in achieving its goals.”

The new face of Santa Clara includes colors like terracotta-an integral hue of the city’s landscape, from the ground to roof of the city’s historic Mission; blue and greens reference to the city’s abundance of trees, parks and useable outdoor space. Typography choices are a fitting mix of legacy (a serif, representing the city’s history) and new (sans serif, forward-looking and modern).

The tagline, “The Center of What’s Possible,” emphasizes Santa Clara’s initiative and central location in the region, with access to all regional and national transit.

To view the new branding, visit


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