As part of the move, the airport this week unveiled a two logos and three marketing tag lines.of:
o “So Cal. So Easy.”
o ‘Easy come. Easy go.’
o ‘Where the flying is easy.’


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Per the airport authority, it seeks to market the airport as “Southern California’s preferred alternate airport.”
Personally, I think they made a fatal mistake of not including a reference to either Los Angeles or Southern California in the branding. This is the opposite path Burbank recently took which discovered many outside of SoCal had no clue where to the airport was and decided to incorporate "Hollywood" into the airports updated branding.