Yosemite Mariposa County Tourism Bureau released a new brand for the organization this week in preparation for their fall campaign, a move that follows closely on the heels of the debut of their newly redesigned website, Yosemite.com.

The brand identifies Yosemite Mariposa County and features an iconic California icon, the American black bear, which is also the species of bear that is native to Mariposa County and Yosemite National Park. The brand was created by Yosemite Mariposa County Tourism Bureau's advertising agency, Augustine, which developed the logo after extensive research of other Yosemite region competitors and similar destinations around California.

The black bear in the logo represents tranquility, strength, curiosity and adventure; all qualities that pertain to Yosemite and Mariposa County. The silhouette of Half Dome is visible in the negative space below the bear, a nod to the park's most recognizable icon.

“The American black bear in Yosemite is so iconic and it is also reminiscent of the California State flag,” said Terry Selk, executive director for Yosemite Mariposa County Tourism Bureau. “it's a beloved character and one we are proud to have represent our agency.”

The new logo will be featured on advertisements promoting fall and winter travel to Yosemite Mariposa County in a variety of places, including with print and digital advertisements in the domestic US market, as well as in international campaigns in UK, Scandinavia, Germany and Australia.

To learn more about the Yosemite/Mariposa County Tourism Bureau efforts follow them @yosemitenation on intagram, facebook, twitter, and visit their website Yosemite.com.