Visit Milwaukee rebrand centers on city’s cultural diversity, fresh water assets

In the midst of what’s expected to be a banner year for tourism in southeastern Wisconsin, Visit Milwaukee is putting its best foot forward with an entirely new corporate logo, website design, messaging and advertising campaigns.

The rebrand effort, which launched last June and was fully unveiled Tuesday, officially does away with Visit’s former logomark depicting the Milwaukee Art Museum’s iconic wings, known as the Burke Brise Soleil, which had branded the organization since 2005.

Visit’s new logo was designed to be more abstract and flexible in its use, featuring three connected “M” shapes which symbolize the city’s vibrancy, its fresh water resources and its cultural diversity...