The Arizona Office of Tourism (AOT) introduced Vibrant Arizona, a new brand that celebrates and strengthens the state's diversity and culture, as well as its competitiveness as a leading tourism and business attraction, while unifying the image of the state government.
As a brand, Vibrant Arizona includes a logo that highlights Arizona’s diverse geography, a color palette inspired by its natural beauty, and six pillars that define the Arizona experience shared by Arizonans. The brand was created by traveling thousands of miles across Arizona and engaging more than 2,000 Arizonans about what they love about their communities, their perceptions of Arizona, and their hopes for the future.
It was created through a collaborative effort between AOT, Phoenix-based Heart & Soul Marketing and community engagement specialists Welcome Strategies. In addition to the geographically diverse presentation of “Arizona,” the new logo also features a pattern created through a partnership between Heart & Soul Marketing and Hopi and Isleta Pueblo artist Kevin Coochwytewa.
"Arizona deserves a brand as vibrant as its people, one that showcases our collective story," said Governor Katie Hobbs. "Our new state brand highlights the diversity of voices and experiences that make our home so special. Whether you want to hike the Grand Canyon, explore Phoenix's vibrant food scene, or appreciate the arts and culture of Bisbee, Arizona has something for you. I'm proud to join the Office of Tourism to introduce a brand that shows the world there's something to explore and discover in every corner of our great state."
“The key to the success of our refreshed state brand is that Arizonans built and took ownership of this story to tell who we are and what we value,” said Lisa Urías, executive director of the Arizona Office of Tourism. “Talking to a wide range of people across the state helped us ensure our updated brand reflects what Arizonans love about the state and want to amplify. This brand emerged as a reflection of those incredible experiences.”
Arizonans can expect to see the new brand in the following ways:
A new multi-channel tourism campaign, Vibrant Arizona, will launch in early 2025 to encourage visitation to Arizona from surrounding land-based markets, select U.S. cities and top international destinations.
The new “Arizona” brand will also be used to unify the identity of state agencies, providing a more complete view of the broad range of services provided by state government.
The process to develop the “Discovering Arizona: Finding the Future of Arizona’s Story” brand took a year and included in-person and digital conversations in 57 Arizona communities, from Page to Douglas to Window Rock to Yuma, as well as Native communities including the Navajo Nation, the Hopi and White Mountain Apache Tribes, and the Salt River Pima-Maricopa Communities (SRPMIC) and Gila River.
The themes that emerged left no doubt that Arizonans, regardless of location, share many views about the state, including an appreciation for its majestic beauty, vibrant culture and abundant diversity.
Source: Arizona Office of Tourism.