On August 23, the Arizona Office of Tourism (AOT) unveiled Vibrant Arizona, a new brand that celebrates the state’s diversity and vibrant culture, unifies the identity of state government, and strengthens the state’s competitiveness as a top tourism and business destination.

The multi-faceted Vibrant Arizona brand includes a logo highlighting Arizona’s diverse geography, a color palette inspired by Arizona’s natural beauty, and six defining pillars of the Arizona experience as shared by Arizonans. The brand was crafted by traveling hundreds of miles across Arizona and engaging more than 2,000 Arizonans about what they love about their communities, their perceptions of Arizona, and their hopes for the future. 

It was created through a collaborative effort between AOT, Phoenix-based Heart & Soul Marketing, and community engagement specialists Welcome Strategies. In addition to the geographically diverse presentation of “Arizona,” the new logo also features a pattern created through a partnership between Heart & Soul Marketing and Hopi and Isleta Pueblo artist Kevin Coochwytewa.

"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. I’m proud to join the Office of Tourism in unveiling a brand that shows the world there is something to explore and discover in all corners of our great state."

“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,” said Lisa Urias, CEO of the Arizona Office of Tourism. “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. This brand emerged as a reflection of those amazing experiences.” 

Arizonans can expect to see the new brand implemented in the following ways: 

  • A new multichannel tourism campaign “Vibrant Arizona” will launch in early 2025 to encourage visitation to Arizona from surrounding drive markets, target U.S. cities, and top international destinations.

  • The new “Arizona” brand mark will also be used to unify the identity of state agencies, providing a more complete view of the wide range of services provided by the state.

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 ranging from Page to Douglas toWindow Rock to Yuma to tribal communities including Navajo Nation, Hopi Tribe, Salt River Pima-Maricopa Indian Community (SRPMIC), Gila River Indian Community, and White Mountain Apache Tribe.  

The themes that emerged left no doubt that Arizonans, regardless of location, share many common views about the state, including appreciating its majestic beauty, vibrant culture, and abundant diversity.