Gov. Doyle: Announces new logo and theme line for state brand

Contact: Carla Vigue, Office of the Governor, 608-261-2162

Asks State Residents to ‘Live Like You Mean It’

LA CROSSE – Governor Jim Doyle today unveiled the new logo and theme line for the state brand: “Live Like You Mean It.” Today’s announcement marks the next step in building a unifying competitive brand and business strategy for the state, an initiative that Governor Doyle first announced a year ago when he asked his Department of Tourism to explore the attributes that differentiate Wisconsin from its competitors.

“No matter how people come in contact with Wisconsin, they’ll know precisely what we stand for in this state. We are a place where the people are fiercely proud, hard working, loyal and have fun with life; and where the culture fuels creativity and embraces original thinking,” Governor Doyle said. “This is another tool we’ll use to keep loyal visitors coming back, communicate why a business should relocate or expand here, and let talented employees know why they should choose Wisconsin.”

The Wisconsin brand platform paints a picture of the state as a place that nurtures creativity and celebrates originality. It’s a reflection of the spirit of Wisconsinites, and an invitation to others to live, work and play here. The new state identity will be applied first to Tourism marketing, with other state agencies, associations and even private businesses all having the opportunity to join.

The Department of Tourism will begin applying the identity immediately to its marketing giving the logo mark instant visibility. The color selections for the logo came directly from consumer research conducted last year in Wisconsin and neighboring states. The earthy organic green hue of the word “Wisconsin” is reminiscent of the state’s natural resources and stewardship of the land, while the rich red of the theme line and silhouette conveys the passion, energy, loyalty and pride that define the state’s people.

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