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Arizona Office of Tourism has a new look. In a press release the DMO said, “From our bold and impactful logo refresh to the vivid hues of our new color palette and the inspiring brand pattern that encapsulates our diverse communities, take a look behind-the-scenes at how we crafted the new visual brand identity for our great State of Arizona.”

An 11-month listening tour in advance of the new logo and brand refresh encompassed more than 2,000 residents in 57 cities to learn what they treasure most about their communities. The multi-faceted Vibrant Arizona brand includes a logo highlighting Arizona’s diverse geography, a color palette inspired by Arizona’s natural beauty, and six defining pillars of the Arizona experience as shared by Arizonans. It was created through a collaborative effort between the DMO, Phoenix-based Heart & Soul Marketing, and Phoenix-based community engagement specialists Welcome Strategies.

Arizona’s new logo and brand uses symbolism to evoke landscapes f