Tourism Brand Identity for Vermont
DNCO's Vermont tourism brand turns roadside lettering, local symbols and seasonal color into a State of Inspiration.
DNCO created Vermont's first dedicated consumer tourism brand for the Vermont Department of Tourism and Marketing. Built around the "State of Inspiration" platform, the identity combines a handcrafted symbol-led wordmark, seasonal palette, and custom iconography rooted in the state's landscapes, culture, and roadside vernacular.
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Insights
- DNCO created Vermont's first dedicated consumer tourism brand after travelling more than 400 miles across 14 towns and speaking with visitors, stakeholders and residents.
- State of Inspiration reframes Vermont from a scenic escape into a place where landscape, craft, food and storytelling leave visitors with something learned or gained.
- The wordmark turns roadside and farm-stand lettering into specific geography: its forms reference a winding road, hills and the state's Moon Over Mountains symbol.
- A seasonal palette and Alyssa McCabe's icon library make the system locally specific without reducing Vermont to autumn foliage or covered bridges.
- Focus groups and surveys tested both visitor appeal and resident pride before the identity launched with guidelines and workshops for statewide tourism partners.
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