Landor logo for Florida

Landor Associates in the US has created a new brand identity for the State of Florida.

The identity will be used as a vehicle to increase the interest in Florida as a holiday destination, and is intended to boost the state’s 20m tourism industry which attracts 43m visitors a year.

The new FLA USA logo uses a multicoloured word block and the line “Visit Florida” in smaller type. “We are ready to thrust Florida tourism into the next century,” says Florida Tourism Industry Marketing Corporation president and chief executive officer Austin Mott.

“We expect this new logo to capture worldwide attention and represent Florida tourism for many years,” he adds. The logo will appear in advertising, and will be used on licensed merchandise bearing the FLA USA tag.