OKLAHOMA CITY - On Wednesday, February 12, Gov. Kevin Stitt and Lt. Gov. Matt Pinnell released a new brand for the state: 'Oklahoma, Imagine That.'

“As Secretary of Tourism and Branding, Lt. Gov. Pinnell has traveled to communities across Oklahoma and personally experienced everything our state has to offer,” Gov. Kevin Stitt said in a news release. “His enthusiasm and passion for our state and people is evident, and he charged full steam ahead to pull together creatives from all over the state to form and launch this new brand for Oklahoma. With this new brand, we will work to breathe new life into tourism, job recruitment, investors, and much more.”

The Logo

The new logo is inspired by Oklahoma's rich heritage.

"The shapes and colors reflect the earth, sky, water, agriculture, and forest. A white star in the middle of the brand is a powerful symbol of America and on the original flag of the state. The chevrons outlining the star acknowledge Oklahoma’s military. All the elements form a circle and direct energy inward, highlighting Oklahoma as a hub at the center of America."

The Tagline

"Imagine that: a state that surprised people by defying expectations, providing countless opportunities and inviting audiences to dream of their own personal potential."

More About the Process

The process of creating a new state brand began in summer of 2019 with Pinnell recruiting Oklahomans to volunteer their skills in graphic design, advertising, photography, public relations and branding.

“Their task was to develop a cohesive, new brand for Oklahoma that best represents our heritage and history, our booming industry, our beautiful, one of a kind vistas, and most importantly, our greatest asset — our people,” said Pinnell.

The volunteer creative team was overseen by Canadian firm Operative Brand Consulting. The contract between the Oklahoma Tourism and Recreation Department and the firm agrees to the price of $415,000. As of time of print, the firm has been paid $259,065.

Of the paid amount, Oklahoma has paid $100,000, with the additional $159,065 coming from private groups. Pinnell calls the deal "a bargain".

Pinnell said that the firm was chosen because had they decided to go with an Oklahoman company, the creative volunteers would not have donated their time and skills.

For more information on Oklahoma Tourism or the new state brand, visit www.ok.gov.