DNCO redesigns Vermont tourism logo with handmade quality

Creative agency DNCO has unveiled a new tourism brand for the US state of Vermont, featuring a logo inspired by hand-painted roadside signs and letterforms that echo the landscape. The Vermont Department of Tourism and Marketing commissioned the rebrand to reposition the state, often overlooked in favor of Maine and Massachusetts. The brand platform centers on the tagline "State of Inspiration," referencing both natural beauty and creative energy, as explained by DNCO North America's managing director Luis Mendoza. The wordmark, developed in-house and refined by lettering artist Rob Clarke, includes an 'e' evoking a winding road, an 'm' tracing hills, and an 'o' echoing the state's moon-over-mountains logo. A single typeface in varying weights adapts to contexts, and a seasonal color palette mirrors Vermont's changing landscape. DNCO also collaborated with local illustrator Alyssa McCabe on a library of custom icons covering food, landscape, culture, and local lore. The identity launched at the 2026 Vermont Tourism Summit, with brand guidelines and onboarding workshops to support rollout, including a refreshed tourism website. Mendoza emphasized the "handmade quality" reflecting the state's people and culture, balanced with contemporary energy. DNCO, founded in 2006 by Ben Dale and Joy Nazzari, was originally dn&co and has offices in New York and London, with previous destination branding for DUMBO, St James's, and Westbund Central.