'Not just a summer destination.' Cape Cod gets a brand makeover with new logo, new slogan

DENNIS PORT — The new logo for the Cape Cod Chamber of Commerce is a round, abstract image with 15 fingerlike waves running through it.

"The new logo is supposed to be a fingerprint to let people know that that’s what the Cape is about, making it personal to you," said Paul Niedzwiecki, chief executive officer of the Chamber. "It's what families have been doing for decades — coming here to spend time with their families and make memories. We want to encourage people to come back and continue to do that."

Accompanying the new logo is a new slogan: "Cape Cod. Truly Yours."

The first significant branding overhaul for the Chamber of Commerce in more than 20 years was unveiled last night at the Pelham House resort.

That logo and slogan were on posters in the Pelham House Sea Level Ballroom where the reveal was held Wednesday night. Gorgeous, endless images of Cape Cod in the spring, summer, fall and winter played on five video screens around the room. A paddle boarder and kayakers on a calm bay. Fireworks lighting up a clear night sky. Wine being poured and glass of craft beer held aloft. Nauset Lighthouse in the morning light.

Balloon clusters in the new brand's color scheme — white, navy, light blue, green — hung from the ceiling.

The post-pandemic resurgence in travel and tourism made this an ideal time for the Cape Cod brand to undergo a destination makeover, Niedzwiecki said. The branding update was made possible through $50,000 in ARPA funds awarded to the Chamber for COVID-19 recovery of the state's tourism industry, he said.

"It's clear that the Cape’s reach is widening," Niedzwiecki said. "We felt we needed a rebranded look to be competitive in the international market moving forward ... and to be competitive in the post-pandemic world."

Travel tourism was the business most hurt in the pandemic, according to Niedzwiecki. The Cape still hasn't recovered to pre-pandemic tourism levels. The Chamber plans to target international travel conventions and work cooperatively with Boston, which has a big tourism budget and has offices internationally.

According to the Chamber, direct domestic tourism spending in Barnstable County was $1.4 billion in 2022, an increase of 2.9% over 2021. Those tourism dollars supported 10,100 travel-related jobs and $378 million in wages, while generating $181.1 million in state and local taxes, exceeding 2021 levels.

The Chamber worked with Boston-based marketing agency Fuseideas to oversee the rebranding, a nine-month endeavor that combined research and interviews with residents, businesspeople and visitors.

A goal of rebranding: Cape is not just a summer destination

“One of the goals of rebranding is to showcase Cape Cod as not just a summer destination,” said Kristen Mitchell Hughes, VP of tourism marketing for the Chamber. “Shoulder seasons, fall, holidays, winter really showcase what a thriving destination we are during those times.”

Steve Campbell, who represented TPG Hotels and Resorts, said hotels rebrand to make them come up higher on search engine optimization and stand out on social media. With rebranding it gives the area a leg up, he said.

Mark Pearson, executive and artistic director for the College Light Opera Company, said his organization would be helped by a strong Cape brand.

"The more of a solid identity the brand of the destination has, the more we as a smaller entity can build on that brand."

Denise Coffey writes about business, tourism and issues impacting Cape Cod's residents and visitors. Contact her at dcoffey@capecodonline.com.

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This article originally appeared on Cape Cod Times: Cape Cod vacation destination rebranding: See the new logo, slogan