We collaborated with Visit Indy to develop a new logo, visual identity, and brand strategy as part of its renaming initiative. Formerly known as Indianapolis Convention and Visitors Association (ICVA), Visit Indy was looking for a more approachable brand that captured the energy of where the City was headed. They wanted a new brand foundation to introduce Indianapolis as a must-see destination. Our scope included a new logo, web site, collateral templates, signage, advertising, and comprehensive digital campaigns to market Indy as the destination for conventions, meetings, events, and leisure travelers. The team needed a solid foundation to support their aggressive growth strategy.

Given the city’s connection to racing, the team at Visit Indy wanted us to explore ways to subtly integrate racing into our final solution. We developed five unique logo concepts that were presented to focus groups with key stakeholders. Our final logo introduced that looping “Y” as a nod to our city’s rich racing history, as well as our reputation as the Circle City. We also designed the final logo to accommodate complex applications — including a laundry list of 100+ deliverables from the start.

Our logo also featured the “I” offset from the rest of the hand-drawn type as we wanted to call some attention to the individual personalities that make up our city — including what visitors bring when they arrive to enjoy leisure and business travel. Part of our brand strategy included a launch campaign featuring local celebrities promoting their Indy experiences, and promoting and elevating the city’s brand  — this is my Indy.