by Lacey Pfalz
Last updated: 10:05 AM ET, Wed April 17, 2024
Visit Milwaukee updated its corporate brand and logo this week for the first time since the original brand and logo were introduced in 2005, with the new logo having been created with input from thousands of Milwaukee residents.
Visit Milwaukee also partnered with local firm Ocupop and P3 Development’s Genyne Edwards, which led the research and community input programs over two years.
The new brand themes focus on the themes of fresh, flavor and forward. The new Visit Milwaukee logo incorporates the three themes with a design that features three stylized M shapes.
The theme of Milwaukee Fresh focuses on the spirit of innovation and exploration that the city’s residents embody. Milwaukee Flavor focuses on the city’s spirit of food culture, recognizing the traditions and community that comes from Milwaukee’s love of food. The Milwaukee Forward theme focuses on the city’s atmosphere of collaboration, community and the people who call it home.
The Visit Milwaukee logo design features three stylized M’s. The top line stands for the heartbeat of the city, the middle line celebrates the beautiful Lake Michigan coastline, and the third line represents the city’s diversity.
The new brand and logo will be on display throughout several in-person events by Culture x Design, including MKE Fashion Week and Bronzeville Week, as well as Visit Milwaukee’s existing events, like Juneteenth Day and the Veterans Day Parade. The brand will also be offering a new e-commerce store with branded merchandise later this spring for the first time in its history.
Visit Milwaukee’s new branding will be displayed across digital, social media and physical platforms over the next eighteen months. Additionally, Visit Milwaukee will offer a physical visitor center for the first time at the Baird Center.
“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,” says Visit Milwaukee President & CEO Peggy Williams-Smith.
“We’re also tremendously grateful for the hard work of Ocupop and P3 Development, who took all of that feedback, plus our own, and worked with us to create something we’re incredibly proud of,” continued Williams-Smith. “I think this new look reflects the people who made it – and make tourism possible – in Milwaukee. All Milwaukeeans can find something within it and the messaging around it that reflects their experience here, and that was incredibly important to us. After all, it’s our residents and their welcoming nature that keep visitors coming back year after year.”
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