DNCO’s new wordmark for the Vermont Department of Tourism and Marketing first-ever dedicated consumer tourism brand was inspired by the actual shape of things found in the state—the “M” in the name “Vermont” references the state’s mountains, the “E” is like a road wandering through those mountains, and the “O” resembles a full moon overhead (and also mimics the state administrative logo). The freeform letters also reference the writing on signs at roadside handicraft and produce stands.
The tone of voice in the new identity feels especially apt: A wry statement such as “Watching a live stream,” superimposed over video of people literally standing next to a rushing stream, or “Our rinks are all natural,” displayed with a beautiful outdoor skating rink, share positive information about the state, delivered perhaps by a taciturn Vermont citizen.
The identity is illustrated with an entire suite of hand-carved stamps create hewn-looking animals, plants, foods, buildings and more that are native to the state but are perhaps less well-known than maple syrup and pretty leaves. The color palette also expands beyond the tropes of autumn colors, bringing in colors from spring, summer, and winter as well.
