Locale Branding | Identity
Id Rather Be in Idaho!
Idaho’s identity as the "Gem State" is deeply rooted in its heritage and natural wealth, symbolizing both literal and metaphorical treasures. The new brand logo captures this essence while emphasizing Idaho's modern priorities—organic agriculture, sustainability, and its vibrant cultural identity. The state motto, “Esto Perpetua”—meaning “Let it be perpetual”—is embodied in the logo’s endless variations and adaptable layouts. At its heart, the gem-shaped tittle serves as a nod to Idaho's rich heritage and natural beauty.
Potato, Po-tah-to!
Idaho’s reimagined brand embraces the colors of its official state bird, the mountain bluebird, and the state’s iconic gemstones. By limiting the palette to maroon and blue, the design reflects both the natural and cultural wealth of Idaho while creating a modern, cohesive visual identity. This vibrant yet elegant combination captures the essence of Idaho’s valleys, hills, and diverse landscapes, inspiring a fresh and timeless appeal for locals and tourists alike.
