Springfield CVB rebrands

The Springfield Convention & Visitors Bureau Inc. is rolling out a rebranding effort.

The CVB, which serves as the area’s destination marketing organization, has switched its brand to Visit Springfield, Missouri, effective today, according to a news release.

“Our team has worked tirelessly with the community and our partners over the last year to ensure that our rebrand continues to elevate Springfield as a top-tier destination, all while reflecting the positive growth and transformation this city continually experiences,” said Mark Hecquet, president of Visit Springfield, Missouri, in the release. The Springfield CVB name will no longer be used externally, said Lucy Atwood, communications manager for Visit Springfield, Missouri.

The organization now known as Visit Springfield, Missouri, hired Reston, Virginia-based Heart and Mind Strategies and Springfield-based Revel Advertising on the rebranding effort.

Atwood said via email the organization has invested $175,000 in a "comprehensive, multiphase research study" as part of the rebranding process. She noted $75,000 has been paid to Revel Advertising to date.

"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 Jarratt, chief creative officer and partner of Revel Advertising, in the release. "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 tourism organization is rolling out the new branding across the community, with changes to banners and social media, and a reveal is planned Nov. 23 as part of the Mayor’s Tree Lighting Holiday Show, according to the release.