The rebrand of San Marcos entailed asking a set of questions to really assess why and how to approach the rebrand. A brand pyramid developed the tagline and helped San Marcos focus what to build upon. The logo was derived from the day the city was found, St. Mark the Evangelist. One of the attributes of St. Mark was the winged lion. A new logo, paper system, marketing collateral, and environmental design were some of the few objectives to consider. Read Less