A new marketing strategy embraces the truth that Lake Tahoe's south side is for the up-all-day-and-night visitor. To signify this new image, we recommended an unambiguous, yet breezy, new name—Tahoe South—and a custom, type-based identity. The hand-carved logotype alludes to signage from Sierra lodges of yore, while remaining resolutely modern. Likewise, evocative background colors—redwood reds, pine-bark browns, evergreen greens—are regionally and historically rooted, but fun.
