Corporation For Travel Promotions Design & Branding BRAND USA by Brand Union


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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market United States
Agency Brand Union
Executive Creative Director Wally Krantz
Designer Dana Killinger
Released November 2011

Credits & Description

Category: Logo Design
Executive Creative Director: Wally Krantz (The Brand Union)
Design Director: Amanda Bowers (The Brand Union)
Designer: Dana Killinger (The Brand Union)
Chief Creative Officer: Richard Bates (The Brand Union)
Group Client Director: Sarah O'Neil (The Brand Union)
Senior Client Manager: Sherry Petrin (The Brand Union)
Senior Client Manager: Janet Sawires (The Brand Union)
Media placement: Logo Mockup - Trade Show - November 2011

Describe the brief from the client
We were asked by the Corporation for Travel Promotions (CTP) to create America’s first-ever consolidated verbal and visual identity across international marketing and communication initiatives, including TV, print, web, Social Media, and more. The new identity would be at the core of an international campaign to build and enhance foreign perceptions of the US brand and increase the number of foreign tourists visiting the country.

Describe the challenges and key objectives

The core message of the campaign was to convey the United States as a place of limitless possibilities, with a vast diversity of people and experiences. We wanted to present the USA as an idea as well as a place: existing visual equities (ie. red, white, and blue; the American flag; the eagle; etc.) were strongly recognised, but carried specific associations.

Our final design brings together unique, independent elements to create something larger. An infinitely malleable universe, created within the structure of a grid, allows the opportunity to use colour and form to bring this system to life.

Describe how you arrived at the final design
How do you design 1 mark for the entire United States of America? The vast challenge of representing the duplicity and diversity of the entire country was a challenge. We looked at ways to expand the mark beyond the logo itself, and to encompass a larger system derived from the foundation we used to make up the logo.

Give some indication of how successful the outcome was in the market
The mark is still being implemented across the marketplace and more recently added to website. It is still too soon to know the overall success, but initial feedback has been very positive and engaging.