Ocala/Marion County Reveals New Tourism Brand

OCALA/MARION COUNTY, Fla.—The Ocala/Marion County Visitors and Convention Bureau and the
Marion County Board of County Commissioners are excited to announce the launch of the tourism
brand evolution for Ocala/Marion County. The new look, tagline, and messaging for the brand are
reflective of months of research collected both from visitors and residents alike.

The final tourism logo evolves the horsehead from the previous brand, now incorporating a cascading
mane that represents the destination’s flowing waters and rolling hills in addition to the Horse Capital
of the World®. The new tagline “Florida’s Natural Wonder” represents all that there is to discover in
Ocala/Marion County.

“As Ocala/Marion County continues to evolve, our brand needed to as well,” said Loretta Shaffer,
Tourist Development Director for the Ocala/Marion County Visitors and Convention Bureau. “We
built this brand to tell our unique story and share with travelers our amazing destination through a
timeless and classic logo. Ultimately, our newly evolved tourism logo represents our unique and
authentic destination, and is one that we can own to further target current guests that love us, while
inspiring new guests that have not yet discovered us.”

One of the goals in updating the brand, is to have an identity that not only resonates with tourists,
but also with those who live and work in the destination. To do this, the research efforts included
four community workshops, visitor focus groups, and multiple surveys across more than a thousand
tourists and locals for input prior to creating the evolution and testing final logo and tagline options.
The Ocala/Marion County Visitors and Convention Bureau partnered with Zehnder Communications
to develop the tourism brand evolution. View the full brand toolkit here.


About: Internationally renowned among equestrians, cyclists, geologists, and even the world of classic cinematography,
Ocala/Marion County still feels like a hidden gem to those who aren’t already insiders. And yet, when you’re here, you’re
never an outsider. The relaxed, genuine friendliness of the county’s communities makes you feel welcome wherever you
go. From its otherworldly natural springs to the compounds of World Equestrian Center and Florida Aquatics Swimming
and Training to its vibrant restaurants, quaint shops, dynamic arts and culture, and historic sites, the destination takes you
by surprise in the best of ways. For more information about Ocala/Marion County, visit OcalaMarion.com or call toll-free

For more information:
Jessica Heller