Lexington, KY – Starting the first of the year, the Lexington Convention and Visitors Bureau will be known as VisitLEX, which has be the organization’s website address for some time.
“The vision of VisitLEX remains the same: to serve as an invaluable resource to visitors, the community and partners as one of the nation's premier destination marketing and service organization,” a release from the bureau states.
“The new name and logo represent the history and tradition of Lexington and allows new opportunities to share the diversity, confidence, prosperity and all-embracing attitude of our growing community,” the release states.
The new logo incorporates the new title and the blue horse, which was originally in the group’s current logo, an altered version of Edward Troye’s portrait of the legendary racehorse Lexington, in which the stallion was shaded a bright blue.
"These elements represent pride, value of tradition, and our rich culture. Blue is a powerful color and expression for Kentucky and Lexington, and continues to give our brand instant recognition," Convention and Visitors Bureau President Jim Browder said in the release.
The organization worked with Covington-based BLDG Refuge earlier in the year to begin the rebranding efforts.
"Lexington is the centerpiece of the Bluegrass Region and was in the perfect position to further define who they were as a brand,” BLDG partner Chris Ritter said in the release. “As an outside entity, we were able to provide a fresh perspective on what makes the city a great destination. The project carefully evolved the equity of the existing brand as we created a full identity package for VisitLEX that capitalizes on the unique experience it offers visitors. The new identity gives VisitLEX an eclectic personality with refined, modern appeal and gives the brand vision for the future."