Kansas Tourism | Brand

In 2019, MMTH Creative Studio (formerly Bajillion Agency) was named as the Creative Agency of Record for Kansas Tourism. Brand development began immediately. The new brand was launched in June of 2020. To begin crafting the visual identity for Kansas, we focused on the historic American wood type featured in the earliest seal designs. A fully-customized version of these original fonts provides the foundation for their brand.

The color palette for the brand is based on the original blue and gold familiar to the state. A slight adjustment in the saturation of the colors provides for a more modern and elegant look, reducing the harsh contrast sometimes present in the state’s design. To grow the brand family and increase applications, we have introduced a secondary color palette consisting of a rich red and light blue. The color palette is inspired by the famed Kansas sunsets.

To add personality and approachability to the brand, we introduced a secondary campaign style. The Kansas experience is a salute to the real. To the rowdy. To the wanderers. To the dreamers. To The Stars. Utilizing custom animations and catchy headlines, we pay tribute to the quirkiness we love in Kansas while confronting and owning the stereotypes often used to portray the state. The To The Stars campaign was created by Kansas Tourism to excite Kansans and introduce the world to the many great characteristics of the state. The campaign is intended to be flexible in order to accommodate promotion of all aspects of Kansas.