Inside Our New Brand



Welcome to the New Montgomery, MD
35 Years in the Making

Visit Montgomery, the official destination marketing organization for Montgomery County, Maryland, celebrated its 35th anniversary with the unveiling of a new brand identity and logo on March 7, 2018.

Montgomery County’s close proximity to Washington, DC, and accessibility to outdoor adventures, historic sites, local cuisine, and world-class cultural attractions are a draw for visitors seeking a comfortable and affordable weekend getaway destination. Residents utilize Visit Montgomery as their go-to resource for things to do with friends and family visiting the area. The new brand offers a richer articulation of the organization’s mission and vision, and uses a broad spectrum of colors and imagery to reflect the county’s diverse downtown and upcountry flavor.

“Over the last 35 years, Montgomery County has evolved from a sleepy bedroom community to a stand-alone welcoming destination for visitors from all over the world,” said Kelly Groff, President and CEO for Visit Montgomery. “Visitors are looking for memorable experiences that are unique to the area. We are thrilled to introduce a new brand that proudly reflects the county’s diversity of experiences and community passion.”

In 2017, Visit Montgomery hired Bethesda-based marketing firm, Streetsense, to facilitate the rebranding process. Their community-centered approach included four focus groups throughout the county, an online Sysomos Insights analysis, an online panel study, and several design sessions. Community stakeholders also provided feedback throughout the creative development process.

New Logo & Color Palette

The most prominent part of the new brand identity is Visit Montgomery’s new logo, which represents Montgomery County’s location within the state of Maryland and the short Metro ride to Washington, DC. The painted stroke circle speaks to the spontaneity and liveliness that a trip to Montgomery County offers, provides a counterbalance to the strong letterforms, and ties the logo to the script font of “Montgomery, MD.” The new color palette is serene but lively and unique. The blues are calming, and the subtle green as an accent is a nod to Montgomery County’s outdoor attractions.


In addition to Montgomery County’s proximity to Washington, DC, the area is within a few hours from Pittsburgh, Philadelphia, New York City and Richmond. The county is also perfectly situated in the center of three major airports – Ronald Reagan Washington National (DCA), Washington Dulles International (IAD), and Baltimore/Washington Thurgood Marshall International Airport (BWI). The “Close. For Comfort.” tagline is meant to capture Montgomery County as an accessible and comfortable value for travelers seeking to stay multiple nights.

Brand Notion

Montgomery County, Maryland puts endless art, entertainment, attractions, and some of the country’s most beloved historical sites right at your fingertips — close to the action, but a world apart. On the water or in the woods, a date night downtown or on a brewery tour, travelers will find a broad scope of America’s favorite pastimes. Explore the great outdoors, soak up history and culture at one of the countless museums and galleries, and indulge in some of the country’s best shopping and finest restaurants.

With new and exciting culinary crossroads, rich history and outdoor adventures, Montgomery County is an iconic and unparalleled gateway to the nation’s capital; just a short Metro ride away. Bustling with busy kids and happy parents, date nighters and culture vultures, thrill seekers and comfort creatures, Montgomery County has something for everyone — with classic Maryland flavor.

Creative Concepts

Visit Montgomery is implementing new creative assets to support the new branding and messaging including a new travel guide, website, Downtown + Upcountry online magazine, and print and digital advertising. The new travel guide and website will be released at the end of the March 2018.


Brand Launch Press Release

For press inquiries, contact Cory Van Horn at