Brand USA launches as country’s first-ever global consumer brand

US government organisation The Corporation for Travel Promotion has launched Brand USA, which it says is the country’s first-ever global consumer brand.


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, 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.

Hide Comments (4)Show Comments (4)
  • JG November 30, -0001 at 12:00 am

    Wow…this pretty much sucks.

  • kn November 30, -0001 at 12:00 am

    Lame!… absolutely lame!… Looks like a logo for a tech company.

  • AY November 30, -0001 at 12:00 am

    Really? It took JWT, The Brand Union, and Hill and Knowlton to come up with this? I am really curious to the logic and process to how they came to this conclusion. Incredibly, incredibly disappointed.

  • Tony Clifton November 30, -0001 at 12:00 am

    This is the worst brand/logo I have ever seen…it looks like one of those eye tests to see if you are color blind. Why couldn’t we ask Apple to make us a logo. #fail

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