The Springfield Convention & Visitors Bureau is now Visit Springfield, Missouri.  

After 45 years of promoting our region to travelers and groups, and after a full year of research with community members, stakeholders, and past and potential visitors, our team is proud to reveal our new brand that was built with the thoughts, feelings and feedback of our community.

Our name clearly aligns with what we do: driving economic activity to our community by inviting others to visit our city of the Ozarks, showcasing all the area has to offer, and telling the stories of our region’s people and places that make our city naturally original. 

Visit Springfield hired with Heart + Mind Strategies, a brand research firm that specializes in getting to the heart of people's decision making and developing brand messaging that truly resonates with both the community and visitors. During the process, they engaged with over 2,000 community members and visitors through surveys, interviews and focus groups, gaining knowledge and feedback and testing messaging to ensure that the words used to describe our community were as true and authentic as possible.

So, at the core of this research is one simple statement: Springfield, Missouri, is naturally original.

We come by it earnestly, too. It is natural for our community to welcome others in and we can't help but be ourselves. When you visit Springfield, you will have a truly authentic experience and leave feeling like you are a part of our community, and it's because you are. 

When we say “naturally original,” we mean that Springfield is a place where nature, culture, and community come together in unexpected ways, and there’s contentment in discovering what makes us both unique and authentic.   

For the visual aspect of the brand, we wanted to engage a local agency to bring the research to life. The team at Revel Advertising dove into the project with passion and excitement and created a visual identity for Visit Springfield that unites the research with creativity. Below you'll see a little more of the intentionality behind the design of our new logo. 

The new logo nods to the natural beauty of the Ozarks, with details that represent how the city meets the outdoors, and the truth that there are hidden gems to be discovered all around us. We also spotlight Missouri as our home, so there’s no doubt which Springfield we love.