Bloomington Convention and Visitors Bureau Launches New Brand Identity

The Bloomington Convention and Visitors Bureau in Minnesota has announced a new brand for the city’s official destination marketing organization – Bloomington, Minnesota Travel & Tourism, a new name and brand expression which will be implemented in strategic phases over the next several months.

Bloomington will, along with Minneapolis and Saint Paul, host the Big 10 Men’s and Women’s Basketball Tournaments in March, the NCAA Men’s Frozen Four in April, USA Gymnastics Olympic Team Trials in June and U.S. Amateur Golf Tournament in August. The destination will also host the 2025 EsportsTravel Summit.

“Our new brand evolution has been the result of a months-long strategic planning process in close collaboration with our board, community leaders and other key stakeholders,” said Bonnie Carlson, president and chief executive officer for the bureau. “With our revamped look and feel, we now feel more empowered than ever to pursue our mission of inspiring travelers to visit Bloomington so that they may experience our world-class experiences and trademark Minnesota hospitality first-hand.”

Known as the home of the Mall of America and several Fortune 500 companies, at the icon’s core is a star shape in reference to the Mall of America while the surrounding shape is emblematic of the experiences offered throughout the region. The outer diamond shape is a nod to Bloomington’s Diamond Service Awards. The new logo was designed in partnership with Minneapolis-based firm Duffy.