Vibrant Arizona is the new ‘brand’ from the state’s tourism office, designed to “celebrate Arizona’s diversity and vibrant culture and strengthen the state’s competitiveness as a top tourism destination.”
The multi-faceted Vibrant Arizona brand includes a logo highlighting Arizona’s diverse geography, a colour palette inspired by Arizona’s natural beauty, and six defining pillars of the Arizona experience as shared by Arizonans.
The Arizona Office of Tourism (AOT) says the new brand was conceived by travelling hundreds of miles across Arizona and engaging more than 2,000 Arizonans.
The year-long process to develop the brand – “Discovering Arizona: Finding the Future of Arizona’s Story”– featured in-person and digital listening sessions in 57 Arizona communities including Page, Douglas, Window Rock and Yuma, plus tribal communities such as Navajo Nation, Hopi Tribe, Salt River Pima-Maricopa Indian Community (SRPMIC), Gila River Indian Community and White Mountain Apache Tribe.
They were asked what they love about their communities, their perceptions of Arizona and their hopes for the future.
The six pillars featured in the brand are Majestic Beauty; Vibrant Arts, Culture & Experiences; Abundant Diversity; Welcoming Warmth; Strong Connections; and Trailblazing Ingenuity.
The new Arizona logo features block letters that “show the state’s strength and permanence”, with the “Z” morphing into mountains adorned with a single Saguaro, highlighting the diversity of Arizona’s geography.
The most prominent feature is the sun, while the pattern adorning it represent Arizona’s people, history, culture, economy and forces that shape life in the state.
“Arizona deserves a brand as vibrant as its people – one that showcases our collective Arizona 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,” he added.
