Tuscaloosa Tourism & Sports Launch New Brand for Tuscaloosa

The message is clear, there is no other Tuscaloosa. We're original and unique. It's something we pride ourselves on and now have a new brand that echoes that sentiment. 

After 14 months of in-depth research and development, Tuscaloosa Tourism and Sports (TTS) and comitettee have completed a process of branding Tuscaloosa as, “The One and Only.”

TTS CEO and President Gina Simpson said,

We wanted to develop a brand that truly represented our entire city. During the process, the committee aimed to create a tool that would help tell Tuscaloosa’s story. ‘Tuscaloosa-- The One and Only’ is meant to serve as a brand for all establishments in our area. We hope the symbol becomes a uniting theme for the community.

It is an interesting fact that Tuscaloosa is the only city in the country with its name, giving it a quality as rare as its culture. “The One and Only” was created to represent the authentic experience that is Tuscaloosa. The exciting growth and development that the city has undergone has fostered a sense of pride and belonging within the community. TTS set out to create a brand that embodies all of the characteristics unique to Tuscaloosa.

The 14-month process began with a 33-person committee charged with creating a tagline exclusive to Tuscaloosa. Brand experts developed a Portfolio of Assets and survey to warrant feedback from citizens in the area. The survey received over 1,000 responses from every zip code in Tuscaloosa. A Request for Proposal was then sent out to various ad agencies to assemble a creative campaign team. After four presentations, Cayenne Creative was chosen to develop and design the new brand. After several rounds of concepts for taglines and visual marks, “The One and Only” was created along with some uniquely designed logos.