The Arizona Office of Tourism has a new identity with plenty of content. Not only are the state’s geography, flora, and fauna represented, so is symbolism from each of the state’s 22 tribal nations.
The centerpiece of the new identity is a mandala-like logo created by Hopi and Isleta Pueblo artist Kevin Coochwytewa. Named “Arizona’s Pattern,” the logo is based on the concept of a woven basket, a craft that is familiar to Indigenous people around the world.
“The idea of using a circular shape for the pattern is the idea that circles are never-ending,” Coochwytewa said.
The mandala is also used as the O in an “Arizona” wordmark. The logo, embedded in the wordmark, forms a rising or setting sun.
The full identity was created by the Arizona Office of Tourism, Phoenix-based Heart & Soul Marketing, and community engagement specialists Welcome Strategies.