Vermont’s New Brand: State of Inspiration | Burlington News

Burlington News Today | 2 Min News | The Daily News Now! · Aug 11, 2026 · 1m

Vermont’s new tourism brand, “State of Inspiration,” is here to turn wanderlust into action—because while people love the idea of Vermont, few actually plan trips there. After deep research revealing low ad recall and missed opportunities in digital storytelling, the state crafted a bold identity that taps into its soul: not just scenic beauty, but the thrill of discovery and creativity. Designed over nine months with input from locals, the brand features a hand-lettered logo shaped like roads and mountains, plus quirky illustrations—including Champ, the Lake Champlain monster—to reflect…