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Downtown Boise Cityscape

Boise Convention & Visitors Bureau Unveils Transformation to ‘Visit Boise’

Updated brand reflects Boise’s spirit and the organization’s commitment to the community 



Nollie Haws 
(208) 472-0586 

Boise, Idaho (April 12, 2023) – The Boise Convention and Visitors Bureau has undergone a brand transformation that concluded today with the launch of Visit Boise.  

“Boise has many facets that make it a special city,” said Carrie Westergard, executive director of Visit Boise. “Every step in our rebranding process was intentional to ensure we could authentically convey the spirit of Boise. We are a city on the move, one that is creative, energetic, welcoming and deeply connected to nature. Transitioning to Visit Boise invites action while facets of the logo design communicate the city’s vibrancy.” 

Visit Boise is a destination marketing organization with a mission to inspire people to explore Boise and the surrounding area. The organization positions Boise as a must-experience destination, diligently recruiting leisure travelers, sporting events, cultural events, meetings and conventions to the area.  

Thanks in part to the success of the organization, Boise hosts over 1 million visitors annually, bringing $1.9 billion in direct travel spending to Southwest Idaho. Tourism remains one of the top economic drivers for the state of Idaho, contributing $4.8 billion to the state’s economy annually.  

With this boon in travel, the organization conducted an intensive strategic planning process in 2022 with input from community stakeholders and Visit Boise’s Board of Directors, Customer Advisory Board and staff. This provided the launching point for a brand refresh that ultimately resulted in a new brand, logo and name.  

“The Visit Boise brand and logo were designed with Boise attributes as the focus,” Westergard said. “We wanted something that would represent our miles of trails and the Boise River flowing through town. We also wanted it to convey those intangibles that make the city feel like a true Idaho gem—welcoming, friendly, creative, innovative and fun—among so many others.”  

The new Visit Boise logo includes custom lettering done with a paint brush stroke. This nod to Boise’s artistic and creative community calls to the dynamic visual, culinary and performing arts within the city. The free-form lettering helps illustrate Boise’s relaxed feel as well as the ‘come as you are’ attitude. The Duft Waterson design leverages deep curves in the letters to signify the city’s trails, river and beautiful outdoors that inspired visitors during the pandemic. Finally, the vibrant blue represents the water within the Boise River and sunny, blue skies.  

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About Visit Boise: Boise is a rare blend of accessible outdoors and eclectic urban offerings. This city, with a river running through it, boasts unlimited recreation, interesting and unique sites and attractions, and diverse cultural offerings. The mission of Visit Boise is to inspire people to explore Boise. Visit Boise’s values are resiliency, innovation, collaboration and service. Find out more at