DNCO has created Vermont’s first dedicated consumer tourism brand, giving the state a new identity designed to turn long-standing affection into action. While Vermont is often associated with covered bridges, autumn foliage and rolling hills, extensive research revealed a richer story rooted in creativity, food, craft and a culture of storytelling.

This insight led to the central idea, ‘State of Inspiration’ positioning Vermont not simply as a geographical state, but as a state of mind that encourages curiosity, creativity and possibility.

The identity draws heavily on Vermont’s handcrafted character. A distinctive wordmark references roadside signage, with letterforms subtly inspired by winding roads, hills and the moon over mountains. A flexible type system and seasonal colour palette reflect the changing landscape, while a custom icon library brings local food, culture and folklore into the visual language.

Launched in 2026, the identity is rolling out across Vermont’s tourism marketing, collateral and digital platforms.