Arizona is undergoing a rebranding initiative to showcase its attractions beyond the Grand Canyon. The endeavor involves a fresh visual representation that accentuates Arizona’s traditional symbols, such as the saguaro cactus, red rocks, and native art forms. An inclusive marketing strategy targets domestic and international visitors through digital, print, and broadcast mediums, painting a more comprehensive image of Arizona.
A key feature of this rebranding is a new logo incorporating elements of state, resident, and indigenous ties with a mandala, a Native American symbol. The goal is to enhance Arizona’s appeal as a competitive tourism brand.
Arizona’s diverse allure: Beyond Grand Canyon
Over 2,000 residents contributed to creating this logo, underscoring the emphasis on Arizona’s authenticity, importance, and uniqueness.
Leading the rebranding, the CEO of the Phoenix agency stressed the necessity of portraying not only the state’s geographical beauty but also its history, vibrant cultures, and influential individuals.
The new logo is versatile and adaptable, depicting significant elements like the iconic saguaro cactus of Central Arizona or the ponderosa pine of Northern Arizona. Additional symbols in the mandala include a raincloud, a computer chip, and an ancient etched hand, displaying aspects of Arizona’s diverse identity. A Native American eagle feather, mountain range, and river are also part of the logo, compounding Arizona’s rich heritage and progressive spirit.
Arizona’s rebranded identity introduces discrete icons, refined lettering, and a scenic mountain sunrise that stands out even from a distance. Turquoise and copper, reminiscent of Native American jewelry and Arizona’s substantial copper production, enrich the design. The expectation is that this new logo will resonate deeply with residents, tourists, and those considering making Arizona their home, celebrating the state’s past, present, and future.
