The City of Daytona Beach is taking intentional steps to create branded destinations and experiences that connect people to our community’s unique culture, history, recreational opportunities, environment and to one another. This effort can be seen through the use of “World-Famous Daytona Beach” branding and new signage in parks across the city. While these parks have long existed, consistent branding enhances the visitor experience and reinforces a stronger sense of identity across the entire park system and city.
Building a Hierarchy of Place
Cities aren’t products—they’re places experienced. Daytona Beach’s identity is shaped by the sum of its unique places, from neighborhoods to landmarks. At the top of this “place hierarchy” is the city itself. Within it, districts like Midtown help define the broader city brand. And within each district, places like parks, trails and historic sites add richness and depth to the district’s character. At the direction of the Redevelopment Department’s staff, the city has begun developing distinct brand identities for key districts, with Midtown leading the way. Last month, the Midtown Redevelopment Board previewed the early direction of this new district brand and offered feedback to guide the next steps.
Midtown: A Brand Rooted in Identity
To create an authentic brand for Midtown, the city is conducting extensive research to document the area’s key assets and context. This includes:
- Heritage neighborhoods
- Historic landmarks
- Parks and green spaces
- Destination corridors
- Walking and biking trails
The goal is to define Midtown’s unique role within the World-Famous Daytona Beach brand. This information will guide the creation of a district logo, visual identity and brand guidelines.
What’s Next
The branding process is expected to take four to six months. Once complete, digital and physical branding will appear in city communications, gateway signs and throughout Midtown’s destinations. Following Midtown, research and collaboration with stakeholders will begin in other districts of the city, including beachside.
Ultimately, this effort will help tell a more cohesive story of who we are—one that invites residents to take pride in their neighborhoods and encourages visitors to explore our vibrant community more deeply.