CVB unveils new Springfield logo

The Springfield Convention & Visitors Bureau last week unveiled a new logo to market the Queen City.

The logo has the word “Springfield” written in cursive font and superimposed over an outline of the state of Missouri. The image - which can be cropped to a more website-friendly square - replaces a roughly 30-year-old, rectangular logo with “Springfield, Missouri” in capital letters below an oak leaf.

“People who see the new logo will immediately know it’s the Springfield in Missouri, not another state” said Laura Whisler, CVB marketing director, in a news release. “It also has a more modern look and will be more compatible with social media sites that often require a square image.”

According to Geography.About.com, 35 states have a Springfield.

The logo is one aspect of new marketing efforts the CVB is undertaking this year.

The organization is working with Kansas City-based advertising agency MMGY Global to develop a campaign set for launch this spring. The CVB spends about $1 million a year on adversing the city to travelers, and won’t increase that amount with its new campaign, said spokeswoman Susan Wade.

After interviewing over 50 business and community leaders in Springfield, the campaign will focus on distinctively branding Springfield, demonstrating its value and setting the pace for the CVB’s investment, operation and marketing decisions.

“While our previous campaigns have been successful, we needed to get to an emotional core that effectively communicates to our visitors what we already know about Springfield,” Whisler said in the release. “This process is all about communicating the many reasons we love living, working and playing in Springfield in a compelling way that gets a potential visitor, meeting planner or tournament director to consider Springfield.”