VISIT Milwaukee rebrands with a new look

NOW: VISIT Milwaukee rebrands with a new look

MILWAUKEE (CBS 58) --- VISIT Milwaukee is unveiling its new branding campaign, including a new logo.

This is the first time since 2005 the tourist organization is rebranding. The new brand was two years in the making, with research, design experts, and travel feedback as some of the driving factors.

Officials say it was important to update their messaging and their look as the city continues to grow. They say while it was a tough decision to let go of the old logo, representing the Milwaukee Art Museum, they wanted this fresh look to produce a wider representation of the city as a whole.

"We knew it was time for a change. We knew that the brand didn't represent the entire city," said Peggy Williams-Smith, VISIT Milwaukee president & CEO. The new logo shows multiple "M" designs.

"The top line stands for Milwaukee's heartbeat and the vibrant energy that pulses through our city. The middle line celebrates our water...the Lake Michigan coastline and the rivers that wind throughout our community...and the third line represents Milwaukee's rich diversity," said Williams-Smith.

VISIT Milwaukee says the new branding will contribute to positive promotion of the city and highlights all the growth they’re continuing to see.

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