New Brand Identity and Logo Unveiled for Old Sacramento Waterfront

New campaign invites visitors to answer the call of adventure  

(Sacramento, Calif.) – Old Sacramento, the unique 28-acre National Historic Landmark District and State Historic Park perched on the banks of the Sacramento River, launched a new brand identity, name and tagline today. The region’s beloved destination will now be known as the Old Sacramento Waterfront with the tagline “come find it”.

Inspired by the trailblazing spirit that launched the birthplace of California’s capital city, the new brand marks a significant evolution of the district’s positioning and visual identity. Both a global tourist destination and a commercial district with a growing number of unique restaurants and retailers, entertainment and educational opportunities, office tenants and residents, the Old Sacramento Waterfront brand positioning encourages discovery and adventure among all audiences, near and far.

“The Old Sacramento Waterfront is an iconic place where everyone can find a one-of-a-kind experience that combines the best of California’s past, present and future,” said Brooksie Hughes, Old Sacramento Waterfront District Director for Downtown Sacramento Partnership. “We needed a brand that could marry this narrative and tell the story of our collective efforts to revive the area and pursue new opportunities. This does it beautifully.”

The logo change came after updated consumer research determined that evolving the area’s brand identity, rather than completely changing its name, was the optimal decision. Old Sacramento’s identity as the frontier of the Gold Rush, mile zero for the transcontinental railroad, terminus for Pony Express and historic destination is a valuable asset, but did not accurately reflect the area’s unique location as the front door to the Sacramento River. The evolved name – Old Sacramento Waterfront – now effectively describes both.

“The Old Sacramento Waterfront is an essential destination for tourists and people who live in our city,” said Sacramento Mayor Darrell Steinberg. “The brand and identity launched today mark an exciting change and reinforce our focus on making Sacramento the kind of place where people want to visit and live.”

Downtown Sacramento Partnership with the City of Sacramento, California State Parks, California State Railroad Museum Foundation, Visit Sacramento and Downtown Sacramento Foundation, alongside Old Sacramento property owners and merchants, partnered to create a brand for the area that embodies the energy and excitement swirling in the district. The collective group of partners sought a brand that would support efforts underway to create a destination at the Old Sacramento Waterfront 365 days of the year.

The most prominent part of the new brand identity is the new logo, which adds the word “waterfront” to reposition and better leverage Old Sacramento’s proximity to the Sacramento River. The new tagline, “come find it” is meant to encourage visitors to seek their own adventure at the Old Sacramento Waterfront. The updated brand identity features 12 new colors in a wide range of hues inspired by the water and surrounding historic district.

The public can see the brand come to life on a 41-foot boxcar mural painted by acclaimed local artist Jeremy Stanger (@stangerprojects) and created with the support of the California State Railroad Museum Foundation and Downtown Sacramento Foundation. The public is encouraged to share their photos with #comefindit and #OldSacramentoWaterfront for a chance to be featured on the Old Sacramento Waterfront Instagram. Additionally, the public can explore the new look at and see it in digital campaigns scheduled to begin August 23. Over the next several months, wayfinding and other potential activations will also roll out in the district.

Follow along at, Facebook (, Twitter (@oldsacramento) and Instagram (@oldsac).


About Old Sacramento Waterfront

Perched on the banks of the beautiful Sacramento River surrounded by 28-acre National Historic Landmark district with 50 historical buildings, the Old Sacramento Waterfront is bustling with activity, shopping, dining, entertainment, historical attractions and more. Built by the past and inspired for the future, if it’s adventure you’re after, COME FIND IT. For more information, visit

About Downtown Sacramento Partnership

Downtown Sacramento Partnership is a not-for-profit, property-based improvement district (PBID) that serves as the collective voice for nearly 200 property owners, more than 5,000 businesses and 103,000 employees located within its 66-block boundaries in downtown Sacramento. Driven by the mission to build value downtown, the organization serves as the principal advocate, champion, and steward for those who work, live, visit, and do business in downtown. For more information, visit +