Fresh new look

VISIT Milwaukee unveils branding

Two years of stakeholder input and a lot of behind-the-scenes creative work culminated Tuesday with a new look and fresh messaging from VISIT Milwaukee.

The convention and visitor’s bureau presented new branding to the public Tuesday, including its new corporate logo, advertising campaigns, website, messaging and more. This is the first branding change for VISIT Milwaukee in nearly 20 years.

“We couldn’t be more excited about the new VISIT Milwaukee brand, which was made possible because of all of the thoughtful feedback and ideas that local leaders, businesses, frontline staff and thousands of residents contributed to the research phase of this work,” said VISIT Milwaukee President and CEO Peggy Williams-Smith.

The new brand and logo are anchored to three messaging themes associated with Milwaukee: fresh, flavor and forward. The themes are not a slogan, but meant to guide messaging and advertising with the hope that other organizations throughout the area will use them, as well.

“A cohesive message is integral for promoting our region successfully,” said MMAC President Dale Kooyenga. “Not only will the new look and feel of VISIT Milwaukee’s branding speak to visitors, it’s a message we can carry forward to our audiences to attract new business and talent to the area.”

The new brands will be rolled out in all formats over the next 18 months through several marketing platforms, including VISIT Milwaukee’s first ever physical visitor center housed in the Baird Center, and its first merchandise available for sale.

“The new brand captures so much of what makes Milwaukee unique – our fresh coast and big ideas, our cultures that create the local flavor that make us interesting and the energy and celebration that are giving us so much forward momentum right now,” said Josh Albrecht, VISIT Milwaukee Vice President of Marketing and Communications.