Arizona Unveils Dynamic New Brand to Honor Its Rich Cultural Tapestry

The Arizona Office of Tourism has introduced a new brand titled “Vibrant Arizona,” aimed at celebrating the state’s diverse culture and geography. This initiative was unveiled during the 2024 Arizona Governor’s Conference on Tourism, held in Scottsdale.

“We deserve a brand as vibrant as our people, and one that showcases our collective history,” stated Governor Katie Hobbs at the event.

The branding features a logo that incorporates symbols of Arizona’s diverse geography, such as the saguaro cactus and ponderosa pine, along with a color palette inspired by the state’s natural beauty.

According to Arizona Office of Tourism CEO Lisa Urias, “The key to the success of our refreshed state brand is that Arizonans built and own this story about who we are and what we hold dear.”

The initiative, launched in 2023, aims to understand and redevelop Arizona’s brand through listening sessions and community engagement. It involved in-person and digital discussions across 57 communities, including collaboration with tribal nations.

Urias emphasized that insights from residents were invaluable in shaping the brand. “This brand emerged as a reflection of those amazing experiences,” she stated.

The Arizona Office of Tourism engaged with over 2,000 residents to gather perspectives on their communities, aspirations, and the essence of Arizona.

“Arizona’s new brand boldly captures the essence of our state, celebrating our rich culture and diversity,” remarked Marc Garcia, President and CEO of Visit Mesa.

Governor Hobbs noted that the initiative is the largest ever undertaken by the Arizona Office of Tourism, asserting that it reflects the energy and spirit of the state. “It aligns with our values, honors our history, illustrates our strength,” she added.

The brand aims to enhance Arizona’s competitive edge as a premier destination for tourism and business. “It is our chance to own and share our collective Arizona story,” Hobbs concluded.

Community representation, particularly from Indigenous groups, is prominent in the rebranding efforts. Bobby V. Martin, Director of the Navajo Tourism Department, expressed satisfaction with the inclusion of Indigenous perspectives in the brand’s development.

The logo, designed by Hopi artist Kevin Coochwytewa, embodies a circular pattern akin to a woven basket, symbolizing continuity and the interwoven stories of Arizona’s diverse communities.

Elements within the logo reflect not only natural landmarks but also contemporary symbols, including microchips representing the state’s burgeoning tech industry.

The Office of Tourism plans to roll out a multichannel campaign featuring “Vibrant Arizona” in early 2025 to promote travel to the state.