‘Vibrant as its people’: Arizona launches new brand celebrating state’s diverse culture

Gov. Katie Hobbs (left) and Arizona Office of Tourism CEO Lisa Urias unveil the state's new rebranding for a tourism campaign called "Vibrant Arizona." Photo by Shondiin Silversmith | Arizona Mirror

Showcasing colors, geography, and experiences essential to the state, the Arizona Office of Tourism unveiled “Vibrant Arizona,” a new brand highlighting the state’s diversity and vibrant culture.

“We deserve a brand as vibrant as our people, and one that showcases our collective history,” Gov. Katie Hobbs said during the unveiling event in Scottsdale as part of the 2024 Arizona Governor’s Conference On Tourism.

The new branding features a logo that displays Arizona’s diverse geography, including the saguaro cactus and ponderosa pine. It also features a color palette inspired by the state’s natural beauty, such as turquoise blue skies and magenta sunsets. The brand also includes six defining pillars of the Arizona experience shared by Arizonans.

“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,” Arizona Office of Tourism CEO Lisa Urias said.

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The Arizona Office of Tourism launched its year-long initiative, “Discovering Arizona: Finding the Future of Arizona’s Story,” in 2023. The goal was to understand and redevelop Arizona’s brand through listening sessions and immersion tours.

The office hosted in-person and digital listening sessions in 57 communities, from Page to Douglas to Window Rock to Yuma. Sessions were also held with tribal nations, including the Navajo Nation, Hopi Tribe, Salt River Pima-Maricopa Indian Community, Gila River Indian Community and White Mountain Apache Tribe.

“Talking to a wide range of people across the state helped us ensure our updated brand reflects what Arizonans love about the state and want amplified,” Urias said. “This brand emerged as a reflection of those amazing experiences.”

The Arizona Office of Tourism said the rebranding was crafted by traveling across Arizona and engaging with more than 2,000 Arizonans by asking them what they love about their communities, their perceptions of Arizona, and their hopes for the future.

“Arizona’s new brand boldly captures the essence of our state, celebrating our rich culture and diversity,” Visit Mesa President and CEO Marc Garcia said in a press release. “As we strive to create greater demand for all that Arizona has to offer, this brand is a testament to our enduring relevance, inclusivity, and authenticity.”

“It’s a rallying cry that unites support both statewide and locally, ensuring that our spirit resonates with all who visit and live here,” Garcia added.

Hobbs said the brand harnesses the energy and vibrancy showcased across Arizona. She added that the rebranding initiative is the largest project the Arizona Office of Tourism has ever undertaken, and the office prioritized listening to all Arizonans.

“It aligns with our values, honors our history, illustrates our strength, and is an indication to residents, businesses, visitors, to everyone, of what we are all about,” the governor said.

According to the Arizona Office of Tourism, the new brand unifies the state government’s identity and strengthens the state’s competitiveness as a top tourism and business destination.

“It is our chance to own and share our collective Arizona story,” Hobbs said.

Hobbs said the Arizona Office of Tourism team is essential in promoting the state nationally and internationally. Arizona puts its values on display, which draws people and businesses in for a visit or a lifetime, she added.

“Whether you are hiking the Grand Canyon, exploring the vibrant food scene in Phoenix or appreciating the arts and culture in Bisbee,” she said. “Arizona has something for everyone.”

Arizona’s new branding was created through collaboration between the Arizona Office of Tourism, Phoenix-based Heart & Soul Marketing and community engagement specialists Welcome Strategies.

The Arizona Office of Tourism said that the new logo features a pattern created through a partnership between Heart & Soul Marketing and Hopi and Isleta Pueblo artist Kevin Coochwytewa to showcase Arizona’s geographically diverse presentation.

“Our goal is that every Arizonan can look at this new brand and see a piece of themselves in there — all of our stories woven together — and be proud of and excited for the bright future ahead,” said Hannah Heisler, associate creative director of Heart & Soul Marketing.

Urias said when they started their rebranding journey, she knew it was important for Arizonans to own the brand first.

“We need to be the ones who tell the story of who we are and what we love about the state,” she said, which is why the listening tour and visiting communities across Arizona were important. “We’re so grateful to have Arizonans give us their heartfelt sentiments about the state.”.

Indigenous communities are visible in the rebranding, from the landscape showcased to the symbols included in the logo. The promotion videos for the new brand and logo also include Indigenous peoples in the story.

“Representation of our 22 tribal nations within the new brand of Arizona is critical,” Navajo Tourism Department Director Bobby V. Martin said in a press release. “We’re pleased that Governor Hobbs and the Arizona Office of Tourism took time to visit with us in Navajo and with many of our respective tribal communities to ensure our voices are reflected in the new brand.”

Urias said it was a priority for their team because Arizona’s 22 tribes are the foundation of Arizona, and it was crucial for them to include the voices of Arizona’s first peoples.

An Indigenous artist created the logo. Urias said the artist had a deep understanding of how they could better reflect the state because he grew up in Arizona and is from the Hopi Tribe.

The logo, dubbed “Arizona’s Pattern,” is a circular pattern based on the concept of a woven basket, a craft of significance within Indigenous communities worldwide.

“The idea of using a circular shape for the pattern is the idea that circles are never-ending,” Coochwytewa said in the branding video. “In this way, we’re able to look to the past as well as into the future.”

Coochwytewa said the design incorporates elements from across Arizona, including sun rays, saguaro cactus, hummingbirds, apache trout, desert wildflowers, and more.

“In this timeless design, we’re also able to incorporate very contemporary symbolism like the microchip that represents business and tech and the future of Arizona,” he added.

Because Arizona has more than one famous landmark, the Arizona Office of Tourism wanted a logo that showcased a diverse range of elements that make the state special.

“I love how simply the new logo brings together not just one part of Arizona but all of Arizona, including the tribal communities,” Arden Redshirt, marketing director of Antelope Canyon Tours, said in a press release.

The Arizona Office of Tourism will implement the new brand in several ways, including a multichannel tourism campaign, “Vibrant Arizona,” expected to launch in early 2025 to encourage people to travel to Arizona.

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