Vermont Tourism has unveiled its first dedicated brand identity, created by DNCO, with a custom wordmark inspired by the state's hand-painted signs, landscapes and cultural heritage. Rather than relying on generic travel imagery, the branding highlights Vermont as a "State of Inspiration," using a flexible design system to showcase its artistic community, natural beauty and local traditions. While some critics compared the logo to Comic Sans, the design's details intentionally reference Vermont's hills, roads, moonlit landscapes and folklore, making it part of a broader identity rather than a standalone logo.