The identity has been created by The Brand Union, working with WPP ad group JWT and PR agency Hill & Knowlton.
The CTP will now operate under the Brand USA identity, in what it says is ‘the first critical step in the development of the nation’s first unified marketing effort’.
Brand USA says its new identity, which comprises a collection of dots joining together to form the letters USA, is ‘fresh, welcoming and inclusive’.
The logo will be used in a range of different colourways and will be backed with images of people and destinations across the USA. Brand USA says this ‘emphasises the boundless possibilities of the United States’.
The identity also displays the logo for discoveramerica.com, Brand USA’s consumer website.
Stephen J Cloobeck, chairman of Brand USA, says, ‘Brand USA has arrived and it is not just a tourism brand. It is a 21st-century brand that will help reposition our great nation in the market for travel.’
Brand USA’s first offical advertising and marketing campaign is set to launch in spring 2012.