Arizona, often celebrated for its iconic Grand Canyon, has taken a bold step to showcase the state’s rich diversity beyond its most famous landmark. The Arizona Office of Tourism and state government have unveiled a vibrant new logo and visual identity that aims to redefine how Arizona is perceived by both tourists and residents.
The new logo, featuring a turquoise “AZ” set against copper mountains, embodies a variety of symbols that reflect the state’s unique identity. One of the most striking elements is a Native American mandala, designed by Hopi and Isleta Pueblo artist Kevin Coochwytewa. This mandala incorporates symbolic elements like the saguaro cactus, a raincloud representing the Sonoran Desert’s monsoons, and a computer chip symbolizing Arizona’s growing semiconductor industry. This intricate design replaces the previous, more generic logo, offering a distinctive and meaningful representation of Arizona that resonates with its diverse communities.
The rebranding initiative was driven by a desire to reinvigorate Arizona’s tourism sector, which has faced challenges in fully recovering from the COVID-19 pandemic. According to Josh Coddington, Director of Communications and Public Information Officer for the Arizona Office of Tourism, the new brand positions Arizona to compete effectively with established tourism campaigns like Pure Michigan and New Mexico True. “Arizona’s new brand enables us to compete with more established, well-defined tourism brands,” Coddington explained.
The rebranding process involved extensive consultations with over 2,000 Arizonans through face-to-face interviews, digital meetings, and surveys, spanning a period of 10 months. The result is a customizable identity that can adapt to different regions of the state. For example, the mountainside in the logo can feature a saguaro cactus to represent Central Arizona, a ponderosa pine for Northern Arizona, or a hummingbird for Southern Arizona, recognizing Sierra Vista as the hummingbird capital of the U.S. This flexibility ensures that the logo remains relevant across the state’s diverse landscapes and communities.
The color palette chosen for the new brand is deeply symbolic. The primary colors—turquoise and copper—are iconic to Arizona, with turquoise prominently featured in Native American jewelry and copper representing Arizona’s status as the leading copper producer in the U.S. The inclusion of green hues, such as pine green and desert sage, challenges the stereotype of Arizona as a barren, dry landscape. As Brad Casper, CEO of Heart & Soul Marketing, the agency behind the design, aptly noted, “We actually have the greenest, wettest desert.”
The new brand is designed for versatility, serving various purposes across state agencies while appealing to both potential tourists and Arizona residents. This broad utility ensures that the logo can serve as a unifying symbol for the state, whether used in government documents, tourism promotions, or community outreach.
For Arizonans, the new logo is more than just a symbol; it’s a reflection of the state’s identity and pride. From the bustling streets of Phoenix to the serene landscapes of the Sonoran Desert, the rebrand encapsulates what it means to live in and visit Arizona. As Hannah Heisler, the lead on the rebranding project, aptly put it, “Arizona is more than just one famous landmark.” The rebrand aims to convey that message clearly to the world, inviting tourists to explore all that Arizona has to offer, from its natural wonders to its vibrant culture.