How many places named Springfield do we have in the USA? Well, this one wants you to know it’s “the only Springfield you ever need to visit.”

The name Springfield Convention & Visitors Bureau has been around for about 35 years and will now go by Visit Springfield, Missouri.

“When a visitor comes, we want everyone singing from the same songbook,” said Megan Buchbinder, marketing director for Visit Springfield. “We want to show some community pride, and we hope that’s what this does.” More than 2,000 interviews were conducted with community members and visitors while the DMO worked with Heart & Mind Strategies on the research that also led to a new website, font, tagline, and logo that includes “four hidden gems” related to the brand promise.

This is the first brand change from the tourism group since 2015, and has taken more than a year of research and surveys to decide on the theme.