The Arizona Office of Tourism and Gov. Katie Hobbs unveiled Aug. 23 a new logo and brand that the state of Arizona will use in its tourism marketing, as well as within state government.The announcement was made during the Arizona Governor’s Conference on Tourism, which was held at JW Marriott Scottsdale Camelback Inn Resort & Spa in Paradise Valley.The new logo and branding use several aspects of Arizona’s natural features – cactus, stars, pine trees and hummingbirds – but also features human creations including microchips, which have been a major part of Arizona’s economy for the past several decades and will play an even larger role in the coming years.The new brand was created by Phoenix-based ad agency Heart & Soul Marketing, who brought on Welcome Strategies, a community engagement firm to collaborate on the project.The actual design of the logo has Arizona in big block letters and the “Z” morphs into mountains adorned with a single Saguaro cactus. The “O” looks like a sun rising behind the mountains and canyons of the Z. The state said the design is supposed to highlight the diversity of Arizona’s geography.expandThe Arizona Office of Tourism will use the state’s new logo in its upcoming “Vibrant Arizona” marketing campaign that will advertise the state as a tourism destination to people across the U.S. and internationally.Arizona Office of TourismThe new branding, along with the specific color palette associated with it, will be used in a new multichannel tour …
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