Arizona Office of Tourism reveals new state branding [Video]

PHOENIX — The Arizona Office of Tourism released a new branding palette on Friday to shift the perception of the Grand Canyon state in the eyes of national and global audiences alike.

The multi-faceted brand heralded “Vibrant Arizona” features a logo that seeks to highlight the southwestern state’s topography, colors and six defining pillars of the Arizona experience.

Input from over 2,000 Arizonans informed the effort of AOT, Heart & Soul Marketing and Welcome Strategies, according to a press release.

Over the past year, AOT held in-person and digital listening sessions in 57 state communities including the Navajo Nation, Hopi Tribe and Salt River Pima-Maricopa Indian Community.

“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,” Lisa Urias, CEO of the Arizona Office of Tourism, said in a press release.

“Talking to a wide range of people across …