DNCO designs Vermont’s first-ever tourism brand

Vermont Tourism has partnered with leading place branding agency DNCO to create the state’s first-ever dedicated tourism brand. Under the new tagline ‘State of Inspiration’, the work looks to increase Vermont’s visibility at home and abroad, and drive global tourism to the area.

Citing recent research, Luis Mendoza, managing director of DNCO, explains: “79% of people say Vermont is charming, but only 15% are actually booking a trip, so charm isn’t the problem, it’s that the story wasn’t giving people a clear reason to go.” He adds: “Our job was to close that gap and move beyond the nostalgic postcard to reveal the layers of Vermont, a place that offers much more than people might expect.”

Tapping into common perceptions about the state, what people might know and expect of Vermont is a mountainous landscape, autumnal colours and, of course, maple syrup. But, as attested to by DNCO’s new brand, there is much more to the area than simply orange leaves and sweet treats.

In fact, Vermont has the highest concentration of artists and writers in the country, boasts a growing culture of innovation and entrepreneurship, and was all over farm-to-table culture before it became a nationwide phenomenon.

With this in mind, and driven by extensive studies, surveys and interviews, the team at DNCO crafted a brand for Vermont that honours its traditions, but also shows it for what it really is – a place to feel inspired.

This comes through across the entire identity, including in the hand-lettered ‘Vermont’ wordmark, which nods to the hand-painted signage that can be found all around the state. Here, local geographical features lend themselves to various letterforms within the mark, in a way that is reminiscent of FutureBrand São Paulo’s recent brand for the Brazilian Amazon. The ‘e’ takes the shape of a winding road, the ‘m’ bears the outline of nearby mountains, and the ‘o’ represents the moon, which locals often watch rise over iconic peaks like Camel’s Hump and Mount Mansfield.

DNCO also worked with local artist Alyssa McCabe on a custom icon library for the brand, referencing typographic ornaments found in various books by Vermont writers. These icons speak to the state’s rich culture and folklore, including figures like Champ, the monster rumoured to dwell in Lake Champlain. McCabe also created drawings of cows, birds, barns, leaves and pies, highlighting some key features of the state’s flora, fauna and food.

Throughout the identity, these illustrative and typographic elements are accompanied by warm, cinematic video and photography, revealing Vermont’s enchanting landscapes, and the many activities on offer within, as well as a confident, cheeky tone of voice. An image of a man ice skating on a frozen lake, for example, is accompanied by the line “Our rinks are all natural”, while another image of a woman carrying a basket of freshly-picked food is foregrounded by the words “Farm to table. We just call it dinner.”

Commenting on the approach to this new brand, Heather Pelham, commissioner of the Vermont Department of Tourism and Marketing, says: “When our visitors look for things to do or places to stay and eat, it’s the people and terroir of Vermont that deliver a unique and magical experience… This new brand feels true to who we are as Vermonters, while giving us a clearer story to share, inviting more people locally and globally to come and experience the inspiration that can be found here.”

dnco.com