Arizona Unveils Bold New Brand to Celebrate Its Colorful Cultural Mosaic

The Arizona Office of Tourism has launched a new branding initiative titled “Vibrant Arizona,” aimed at showcasing the state’s diverse culture and beautiful geography. The unveiling took place in Scottsdale during the 2024 Arizona Governor’s Conference on Tourism, with Governor Katie Hobbs emphasizing the need for a brand that mirrors the vibrancy of Arizona’s residents.

The branding features a logo inspired by the state’s distinctive geographic characteristics, including the iconic saguaro cactus and ponderosa pine. A color palette reflecting the natural scenery, such as turquoise skies and magenta sunsets, complements six key pillars representing the Arizona experience.

“Arizonans built and own this story about who we are,” stated Lisa Urias, CEO of the Arizona Office of Tourism. This initiative aligns with their year-long program, “Discovering Arizona: Finding the Future of Arizona’s Story,” which sought input through listening sessions and immersion tours across the state.

More than 2,000 Arizonans participated in the initiative, providing insights on their love for the state and their hopes for its future. The efforts included conversations with diverse communities, notably tribal nations such as the Navajo Nation and the White Mountain Apache Tribe.

Marc Garcia, President and CEO of Visit Mesa, heralded the brand as a celebration of Arizona’s rich cultural tapestry. He described it as a unifying force for residents and visitors alike, reinforcing Arizona’s position as a prominent tourism destination.

Governor Hobbs highlighted the importance of aligning the brand with the state’s values and its rich history, calling it the most extensive project undertaken by the Arizona Office of Tourism. According to Hobbs, the new brand emphasizes Arizona as not just a place to visit but also a place to thrive.

The branding process involved collaboration with Phoenix-based Heart & Soul Marketing and Welcome Strategies, with the intention of ensuring representation from Arizona’s 22 tribal nations. Bobby V. Martin, Director of the Navajo Tourism Department, acknowledged the efforts made to include Indigenous voices in the branding.

At the heart of the new logo, designed by artist Kevin Coochwytewa, is a circular pattern symbolizing unity and continuity, incorporating elements such as saguaro cacti, desert wildflowers, and Apache trout. Coochwytewa remarked on the design’s dual nature—reflecting both the rich past and an optimistic future for Arizona.

The Arizona Office of Tourism plans to roll out the “Vibrant Arizona” campaign across multiple platforms, slated for launch in early 2025. The campaign aims to entice potential tourists to explore all that Arizona has to offer, from its breathtaking landscapes to its vibrant communities.