Visit Springfield: A New Chapter for Springfield Tourism
The day has finally come when the Springfield, Missouri, Convention and Visitors Bureau (CVB) can proudly announce our official rebranding to Visit Springfield. This exciting transformation has been in the works for some time, and we are thrilled to finally share it with our community and visitors.
Who is Visit Springfield?
To the visitor, Visit Springfield is the ultimate guide to everything Springfield and the Ozarks. But to our community, we have a much more meaningful role: driving economic activity to our city through tourism. Bringing new visitors into our community to eat at our restaurants, experience our attractions, and stay in our hotels enhances our economic vitality as a city and is an integral part of Springfield’s growth.
We are the official destination marketing organization that brings visitors to our region and serves as the go-to resource for locals. From showcasing all the things that make southwest Missouri a hidden gem and developing creative marketing that puts Springfield on the map, to promoting our city as a top-tier destination for meetings and events, we’re a part of it all.
A Community-Driven Rebrand
Our city is constantly evolving and expanding, and we stay at the pulse of it all. This spirit of growth, shaped directly by the people who live in and visit Springfield, helped propel our rebrand.
Foundationally, we partnered with Heart+Mind Strategies, a marketing research organization specializing in insights-driven approaches, with previous experience working with other major cities like Las Vegas. This process included conducting community surveys, focus groups and interviews with residents, visitors and stakeholders.
At the heart of this effort was uncovering what individuals love most about Springfield and the Ozarks and then using those insights to craft a truly resonant message. This approach is essential to inspiring potential visitors to choose Springfield and the Ozarks as their next destination, and for locals to feel a sense of love and pride in our community.
The feedback was clear: Springfield is a city where nature, culture and community intersect in unexpected ways. Or, more concisely, Springfield is “naturally original.” Here, you can immerse yourself in the city one moment and hike scenic trails the next. This blend of city and nature underscores Springfield’s appeal to both locals and visitors and ultimately helped produce the unique culture Springfieldians know and love today.
A New Essence and Look, but a Consistent Mission
While our visual identity and brand essence have evolved, our mission remains the same: to boost the economic vitality of our community through tourism. We strive to be the only Springfield anyone will ever want to visit. And we believe that our city has what others don’t—the heart and soul of the Ozarks.
Partnering Locally
We partnered with Revel Advertising, a locally owned and operated agency led by Chris and Nicole Jarratt, to bring this vision to life. Their local connection to Springfield as residents and business owners and their team’s creative expertise made them the perfect fit for this project.
“Reimagining this brand went beyond designing a visual identity—it was about authentically capturing the true essence of Springfield, Missouri, in a way that deeply resonates with both visitors and our community,” said Chris. “By working closely with Visit Springfield, their partners, and local stakeholders, we’ve crafted a brand that not only stands out but also celebrates and shares our city’s unique story.”
The logo incorporates several visual elements that pay homage to the city. Its design reflects Springfield’s duality, with structured line work contrasting against open, airy coloration. The inclusion of gemstones is a tribute to the hidden gems found throughout our community that truly make Springfield a naturally original destination.
Celebrating Springfield’s Story
Visit Springfield is honored to be a steward of the stories that originate in Springfield, Missouri, and the Ozarks, promoting tourism, driving economic growth and serving as a trusted resource for visitors and locals alike, celebrating everything this area has to offer.
To learn more about Visit Springfield and our new branding, visit the link below:
