Visit Rochester

Challenge:
The Visit Rochester organization needed a logo refresh and new slogan to effectively communicate the organization’s strengths, and draw considering business and leisure travelers to Rochester, New York.

Insight:
The project began with a research and discovery phase to inform the strategic development revealing the following key findings:

• The logo and slogan need to exude a confident tone
• Art and culture are critical for both business and leisure travel and the ease of accessibility that the Rochester area has to these offerings is a differentiator
• Showcasing our connection to surrounding regions beyond the Monroe county area reinforces the accessibility strength and also positions Rochester as a leader among regional partners
• The Visit Rochester team goes to great lengths to accommodate every client’s needs

Solution:
The slogan, “Limitless,” addresses the two key needs of any considering traveler, both the capability of the organization they’ll be working with as well as the offerings of the city itself.

The white space throughout the free-flowing shapes of the logo visually represents “limitless” and is also intended to represent the vast number of pathways and accessibility within Rochester, as highlighted in the research. The font was chosen for its ability to speak with authority and sophistication, exuding the confidence called for by the strategy.

Results: still pending