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USA gets new global consumer brand

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By The Drum Team | Editorial

November 8, 2011 | 2 min read

The United States of America has today unveiled its first ever global consumer brand as part of a new tourism drive.

Design agency The Brand Union created the Brand USA identity, name and logo on behalf of the United States Corporation for Travel Promotion.

The dots and their varied colour scheme are meant to represent the diversity of people and experiences that can be found in the United States.

“The United States is a nation of opportunity – created more by the people that inhabit it than the physical country itself – and we wanted our brand to reflect this dynamic,” said Chris Perkins, chief marketing officer of Brand USA Inc.

“The Brand Union created a design and identity that embodies the optimism and energy of the United States, and also reflects the fact that there is no single identifier of the country – every visitor creates his or her own United States."

Working with JWT, who will be launching a full advertising campaign in March of 2012, The Brand Union was briefed to create a new name and visual identity that would inspire foreign consumers to come visit the United States.

"In designing the identity we wanted to find a logo that was both aspirational and true to the heart of the country; the use of a percolating image encapsulates the energy and optimism that draws people to the United States,” said Wally Krantz, who led the identity work for The Brand Union.

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