Visitors to Albuquerque will begin seeing a new look in marketing efforts for the city. Visit Albuquerque, whose mission is to stimulate economic growth by marketing Albuquerque as a visitor and convention destination, unveiled a new logo to an audience of about 250 people at the organization's inaugural Quarterly Luncheon on October 25.
Created in partnership with McKee Wallwork + Co., Visit Albuquerque's advertising agency of-record, the new logo reflects the many perspectives of the city-the culture, art, cuisine, architecture, innovation, signature events and unique landscape.
"It had been over a decade since we last updated our logo," said Tania Armenta, President & CEO of Visit Albuquerque. "Albuquerque has evolved along with the tourism industry and our organization. We thought it was the perfect time to introduce a new logo, and this design is a beautiful representation and one that intrigues people to want to know more about Albuquerque."
The creative process that went into designing the new logo took the following parameters into account: legibility, cultural connection, target appeal, emotion and fluid branding. The fluidity of the new design allows for the logo to be used interchangeably depending on the audience and medium.
"While impossible to encapsulate the depth of the city's richness with one logo, the new version stitches together whispers of the various perspectives that culminate in a true picture that is Albuquerque-a logo created out of tidbits of inspiration that hint at this extraordinary place we call home, and entices others to explore it," said David Ortega, Creative Director for McKee Wallwork + Co.
The new design further embraces the organization's new brand campaign, "Change Your Perspective," that Visit Albuquerque launched in August of 2015. The research surrounding the organization's brand refresh showed that when people travel, not only do they want to see different things; they want to see things differently. Due to the city's geography, topography culture and history, a different perspective is exactly what Albuquerque offers.
As one of the largest private industries in the city, the tourism industry in Albuquerque:
- Brings approximately 6.2 million visitors to the city each year
- Generates more than $2 billion annually
- Produces over $69 million in local taxes annually
- Supports approximately 40,000 jobs in Bernalillo County alone and was one of the few industries that experienced job growth through the recession
- Accounts for over 10% of gross receipts tax (GRT)