Utah Chooses New Brand, Logo Design and Slogan: 'Life Elevated'
Added on: 4/6/2006 | Source: BYU NewsNet
"Surprise, awesome, uncommonly friendly, staggeringly beautiful"...these were a few words used to describe Utah by those outside of the state in a seven-month whirlwind of focus groups, market research, and endless debates that culminated Wednesday in the announcement of the state's new brand and identity: Utah, Life Elevated.
Utah's Department of Tourism plans to use the "life elevated" brand in a massive marketing campaign around the country fueled by the $10 million dollars allocated to attracting more visitors to the state by the legislature last July, 2005.
"It's [the brand] more about trying to communicate an experience to people than it is about trying to sell them something," said Kim McClelland, chairwoman of the Utah Board of Tourism. "People don't want to be sold stuff anymore; they have enough stuff."
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