Miami Beach Rebranding

Logo Design | Branding | Spring 2022

Miami Beach is known for its nightlife, warm weather, luxury hotels, and the beach. Despite the glamour of the city, Miami Beach is ranked the 10th most dangerous Spring Break destination and ranked among the 100 most dangerous cities in the U.S. I grew up in Miami Beach and have heard mostly negative things about the area leading me to rebrand the city for what I saw the city as, through the eyes of a child. In my rebrand for the city, I focused on its history and how it became the tourist destination it is today. I researched immigration influxes and Henry Flagler and the Fisher’s impacts on the city. I landed on my favorite aspect of the city I grew up in through, the Art Deco or Art Moderne aspect of Miami Beach’s development. I have always loved this vintage style and focused on this in my branding.

Color Story

Inspired by the Art Deco buildings found on Ocean Drive in Miami Beach, I pulled colors directly from these buildings including the Mc Alpin, Essex House Hotel, and Crescent Resort to create my color story.

Font Story

Similar to my color story, I pulled typefaces found on Art Deco buildings in the area. While I created the “Miami” typeface, the “Beach” typeface is mainly inspired by the Colony Hotel.

Logo in Action

When thinking of an appropriate place for my logo, I immediately thought of the presence of public transportation in Miami and Miami Beach. Like many other cities, there is public bus transportation as well as 2 modes of train transportation. In Miami Beach though, there is a completely free Trolley system that runs through the city.