The Frisco Rail District's new “Good To Be Here” branding and logo officially debuted on Sept. 12, 2024, at a celebration with approximately 100 stakeholders.
The launch celebrated the culmination of branding efforts that officially began in April, following recommendations from the initial development study. The process involved input from over 850 members of the public and guidance from community leaders, the Frisco City Council and Frisco Rail District stakeholders. Each design element was crafted to reflect the study’s key findings.
The branding elements encompass a tagline, logo, color palette, brand identity framework, voice and tone guide, along with examples of how the brand can be represented across both traditional and digital platforms. At the launch celebration, local vendors brought the examples to life through coasters, tote bags, T-shirts, posters and more, showcasing the impact of the Frisco Rail District brand platform.
“The branding is beautiful, but it’s also powerful because it’s so deeply connected to the research and public consultation that took place during this process,” said Visit Frisco’s Director of Marketing and Communications Cori Powers in an official statement. “It took a lot of hard, strategic and creative work, but looking at this brand coming to life around us makes it worthwhile.”
According to Visit Frisco, the logo's typeface is playful and approachable, reflecting a community-centered voice and tone. Research consistently emphasized that the Rail District is "for anyone and everyone," and the clean, straightforward design ensures accessibility. The single star symbolizes Frisco Rail District's connection to its North Texas roots and ties to the state's rich history.
The tagline, “Good to Be Here,” links to the internal mantra for the Frisco Rail District endorsed by local stakeholders and city council members: ‘We believe a genuine Frisco experience rooted in connection and community is good for residents, visitors and local businesses'.
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