Visit PITTSBURGH Unveils New Destination Branding


The bold look, created in partnership with Landor & Fitch, demonstrates the many features that attract travelers to the city

PITTSBURGH – VisitPITTSBURGH, the Destination Management Organization
(DMO) for Allegheny County and the greater Pittsburgh region, has
unveiled new branding for the destination. The colorful graphic system
is the first substantial branding update the organization has introduced
in more than two decades.

“For more than 20 years, the VisitPITTSBURGH logo depicted one of our
446 famous bridges, along with symbolic references to our rivers,”
explained Jerad Bachar, President & CEO of VisitPITTSBURGH. “We are
indeed proudly known as the City of Bridges, as well as the Steel City
and the City of Champions. But given the innumerable cultural, sports,
dining, and recreational attractions our city offers, we have a broader
story to tell.”

The post-pandemic resurgence in travel and tourism signaled an opportune
time to undertake a makeover. VisitPITTSBURGH engaged a global design firm
Landor & Fitch, challenging them to create a modern representation to
entice visitors to the region. In conducting traveler sentiment research
and its own onsite recognizance, the firm reached the same conclusion as
many first-time visitors: Pittsburgh offers an astonishing array of
appealing attractions throughout its 90 neighborhoods – hundreds of
best-kept secrets perhaps impossible to capture in a single image.

“We’re a city of multitudes,” said Susan Klein, VisitPITTSBURGH’s Chief
Marketing Officer, adding, “where you can have an authentic-Americana
experience tailgating at a sports stadium, stroll mere blocks to The
Andy Warhol Museum, and that evening, enjoy an award-winning dish
alongside an exceptional craft beverage before taking in a world-class
ballet, opera or symphony performance. The challenge is capturing that
in a visually compelling way.”

In response, Landor & Fitch devised a versatile logo system that
combines the VisitPITTSBURGH word mark with a vibrantly colored palette
of shape forms that can be customized with changing photography to
showcase select aspects of the city. The ingenious solution enables the
DMO to highlight varied attractions while selectively targeting
audiences across demographics, from business and leisure travelers to
sports enthusiasts, history buffs, foodies, remote workers, culture
mavens and more.

“Visitors are always surprised by everything there is in Pittsburgh,”
Bachar added. “We’ve been too modest. This new identity changes that.
It’s a bold declaration that’s purpose-driven to draw travelers from
across the globe. It says, ‘look at everything that’s here – don’t miss

For more information, visit [2].

VisitPITTSBURGH is the official tourism marketing and promotion agency
of the Pittsburgh region.
The organization is dedicated to generating business events, sports
events and leisure travel.

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