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The Mayor of Pensacola, Ashton Hayward, recently launched a new brand and identity for the City. It features the new tagline “The Upside of Florida”, it is the Mayors attempt to rebrand the city, liven up the marketing of Pensacola to outside business, and attract new residents.

The main reasons for the change are to mitigate the significant loss of residents because of strong competition among other cities in the southeast for talent, business and resources. In addition, the Mayor wanted to position Pensacola to compete for jobs, investment, and tourism dollars on regional, national and international level.

Under the new City of Pensacola branding plan, the City logo has been redesigned and further reinforced through new logos for City entities like Pensacola International Airport, the Port of Pensacola, and the newly renamed Pensacola Energy (formerly Energy Services of Pensacola).

There is more to come, a new city gateway sculpture, water towers, city vehicles, print advertisements and a storytelling microsite featuring success stories from Pensacola residents.

To download the new city logos and video/photography from the launch event, please visit:


Tell us what you think of this new effort by the Mayor and the City of Pensacola.

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