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Visit Salt Lake Unveils New Brand for the Destination

In June, Visit Salt Lake (VSL), in partnership with Salt Lake County Mayor Jenny Wilson, launched a new brand that will serve all of Salt Lake. This new brand, much more than just a logo change for VSL, will serve the entire destination. It was launched to build a stronger recovery for the visitor economy and to dramatically increase tourism and convention attendance. Extensive research showed that perceptions of potential visitors to Salt Lake lag way behind the reality of the destination. Salt Lake is more modern, progressive, inclusive and vibrant than travelers realize and VSL intends to showcase the story of its fresh, creative energy. Visit Salt Lake recognizes this new brand is a key piece to its recovery. The “new visitor economy” is upon us and VSL is taking strategic steps to secure our place in it. “Together we’re building a stronger visitor economy that’s more resilient and more relevant to everyone,” said Kaitlin Eskelson, President & CEO of Visit Salt Lake. The new “West of Conventional” brand platform recognizes that Salt Lake is the intersection of many facets, where unconventional ideas make for a better world. Here in the modern mountain hub of the west, things that wouldn’t ordinarily go together blend effortlessly, creating an eclectic and creative spirit that brings better thinking and fresh ideas to the world. The destination’s diverse cultures, pastimes and landscapes come together in Salt Lake. The new salt crystal design of the logo recognizes that there are many facets of life in Salt Lake and VSL will use this visually to tell the story. The new “intersection” ad campaign will run nationally.