Tourism logos have to do a lot of work to communicate the attractions of an entire region or a country in a single design asset. That can sometimes result in drab, generic designs, or it can result in some of the most creative logos around.
The new logo for Visit Arizona, the 48th US state’s tourism office, lands in the latter group, and it bucks the minimalist trend with a design that’s delightfully detailed. The logo packs in lots of symbolism in a clever visual device that also links to the state’s history.
While Arizona is probably most famous for the Grand Canyon, Visit Arizona was determined that the new design wouldn’t be limited to one bucket list landmark but would encourage broader travel across the state. It gave the job to Phoenix-based Heart & Soul Marketing, which undertook a stunning rebrand.
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At the centre of the new logo is a motif inspired by Native American mandalas. The circular design created by Hopi and Isleta Pueblo artist Kevin Coochwytewa features an array symbols associated state. The sun is surrounded by icons representing the saguaro cactus, petroglyph hands, rainclouds in reference to the Sonoran Desert monsoon storms, a hummingbird (representing hummingbird capital Sierra Vista) and even a computer chip to represent the semiconductor manufacturing industry.
“Arizona is more than just one famous landmark,” says Heart and Soul’s associate creative director Hanna Heisler. “It’s an accumulation of the countless incredible people, places, ecosystems and cultures that make our state so uniquely vibrant. We wanted to leverage an authentic and meaningful art form that could encapsulate the diverse spectrum of elements that make state 48 truly special.”
The mandala is used in a lockup with a turquoise logotype with copper-colour mountains, and the lockup is versatile. There are options to adorn the space in the ‘O’: a saguaro cactus for Central Arizona, a ponderosa pine for the north and a hummingbird for the south.
The brand colours are new too, with a strong emphasis on turquoise and copper, the former inspired by Native American turquoise jewelry and the latter by the state’s copper production and the star on the state flag. Supporting colours include greens as well as sand to recognise that despite the desert, Arizona has lush forests.
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Key to the branding project was a discovery phase that involved surveys and online interviews with residents about what icons, textures and colours they felt represented them and their state.
The new logo (bottom) compared to the previous Arizona tourism identity (top) (Image credit: Visit Arizona / Heart & Soul Marketing)
The new logo is a striking improvement on the previous design which was unimaginative to the point of generic: the only reference to the state was the shape of its borders in the ‘O’. To an extent, it also bucks the prevailing trends in logo design.
The detailed design of the mandala could limit the interpretation of all the symbols at small sizes, but the overall lockup remains simple enough to work, and it’s striking and recognisable even if you don’t immediately see the details that make up the ‘O’ and take it only to represent the sun. There’s also an AZ monogram logo in the same colours for smaller applications.
For more news in tourism logo design, see the new Switzerland logo and the ongoing debate around the novel multilingual Dubai logo.
ARIZONA — The Arizona Cardinals have met with another Hula Bowl prospect, according to Ryan Fowler.
After previously having meetings with Wisconsin LB Jaheim Thomas and Illinois EDGE Seth Coleman, Arizona also has met with North Dakota State OL Mason Miller.
A few more player/team meetings from Hula/CGS:
• Georgia Tech OL Jordan Williams met with a long list of teams including the 49ers, Steelers, Eagles, Bears, Raiders, Broncos, Giants, Vikings, Ravens, Bucs & Falcons
• NDSU OL Mason Miller, who attended CGS just a few days…
Miller just finished his fifth season at North Dakota State and does not have any official stats recorded for 2024 on his bio from the school, though he did start at multiple spots in 2023:
“Started all 15 games for the Bison, the first three at right tackle before moving to left guard for the remainder of the season…Blocked for an offense that ranked fourth in the FCS averaging 237.3 rushing yards per game and led the nation in rushing yards (3,560), rushing touchdowns (47) and offensive touchdowns (69)…The Bison also ranked second nationally in passing efficiency, completion percentage and red zone scoring.”
Versatility is certainly a tool that’s coveted by the Cardinals, especially along the offensive line. Miller having experience both inside and outside will only be a positive for him at the next level.
Arizona’s offensive line could look a lot different at the start of next year. Besides left tackle Paris Johnson Jr. and center Hjlate Froholdt, all three spots are up for grabs for Week 1 of the 2025 season.
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Starting left guard Evan Brown is set to hit free agency while the Cardinals may not be sold on either Isaiah Adams or Trystan Colon at right guard, both of whom split time throughout the year. Right tackle Jonah Williams suffered a season-ending injury and his status to open 2025 is very much in question while backup swing tackle Kelvin Beachum could retire.
PHOENIX (AZFamily)—In a world of technology and social media, we’ve never been more connected to others. However, recent studies have shown that we’ve also never been more lonely.
According to a recent report from the Department of Health and Human Services, about half of U.S. adults reported experiencing measurable levels of loneliness.
However, a new initiative at Arizona State University is working to change that through its friendship bench, and that is Something Good.
The bench is meant to encourage younger and older folks just to sit and talk to one another about anything.
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One of the participants is ASU alumna Pencie Culiver, who sits on the bench every Tuesday with a sign that says, “I’m all ears.”
She invited anyone to sit with her, whether for a few minutes or half an hour.
“I have really had some interesting questions, people sit down for half an hour, other people two minutes, so a big variety,” said Culiver. “I believe that I have heard most of anything, it also has taught me, kids really are lonely and they don’t have somebody to divulge things they don’t even want to divulge to their roommate or their classmate and also the complications of education we did not have when we went to ASU a long, long time ago.”
The ASU Friendship Bench Program started this past fall semester with about a dozen residents of Mirabella, a university-based retirement community located on the college campus.
Thank you to Culiver, ASU and all the participants for connecting with others and making the world a little less lonely.
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Support from strangers floods in after two Altadena charter schools were burned to the ground
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Support from strangers floods in after two Altadena charter schools were burned to the ground
02:14
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The leader of the Aveson Charter Schools surveyed the damage the Eaton Fire caused to one of their campuses. Despite the destruction, the students’ next lesson may move some to tears thanks to the surprising support from strangers.
“Their school said that they wanted to adopt our school, just beautiful,” said Ian McFeat, executive director of Aveson Charter School.
The 14,000-acre Eaton Fire decimated Altadena neighborhoods, destroying or damaging at least 7,000 structures – making it one of California’s most destructive blazes. According to the Los Angeles County Medical Examiner, at least 16 people have died as a result of the wildfire. The only blaze in LA County with more deaths than the Eaton Fire happened in 1933 at Griffith Park. It killed 29 people.
For days, McFeat has juggled finding support for students and teachers who lost homes. McFeats own house was destroyed in the fire.
Wednesday, his team will bring the school community together to comfort one another. While they have offers to temporarily use another site for classes, it’s not clear when that might happen.
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McFeat said his team has no connection to the Arizona school offering support and cannot wait to share it with their students.
Larry Seward
Larry Seward joined CBS Miami in February 2023. He brings to South Florida more than a decade of experience telling stories.
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