The Bloomington Convention and Visitors Bureau presented an interesting challenge—the logo not only needed to communicate the name of the city, but also differentiate it from all the other Bloomingtons in the US. Bloomington, Indiana. Bloomington, Illinois. Bloomington, California (…just to name a few!). This is Bloomington, Minnesota! We addressed this by using clever call-outs of the letters M and N in the word "Bloomington" and including the iconic shape of the state of Minnesota to make it immediately recognizable.
We also wanted to put Bloomington on the map; Minnesota is known for the Twin Cities, but Bloomington is "simply central" to it all. Conveniently located just south of Minneapolis and St. Paul, Bloomington is a hub for travel and tourism. Icons are used to showcase Bloomington's many activities (shopping, hotels, nightlife, etc.). Patterns were designed to highlight some of Bloomington's key attractions such as MSP airport and the Mall of America. The "bloom" shape reinforces the name and cues the personality of this fun, family-friendly destination. The totality of elements come together to create a complete brand language that provides the tools to showcase just how much Bloomington has to offer!