COLUMBUS, Ind. – At an event Tuesday afternoon, December 2, at the historic Crump Theater, the Columbus Area Visitors Center announced the launch of a new tourism brand, an evolution of its voice as the community’s destination management organization (DMO).
As the DMO for Columbus and Bartholomew County, the organization is responsible for marketing the area’s attractions, events, and services while also collaborating with local partners to enhance the visitor experience and improve quality of life for residents.
The new brand draws upon the city’s world-renowned design heritage while embracing the vibrant, welcoming spirit of Bartholomew County, drawing inspiration from legendary graphic designer Paul Rand. His celebrated Dancing C, created for the Visitors Center in the 1970s, can be found throughout Columbus, from murals and bike racks to posters and local merchandise.
“Because the Dancing C has become part of the visual landscape of Columbus, it was essential that the new brand honor its legacy rather than replace it,” said Misty Weisensteiner, executive director of the Columbus Area Visitors Center. “Our approach was to build on its whimsical energy and color palette, not to completely reinvent what already resonates so deeply here.”
The result is a tourism brand that reflects the warmth and creativity visitors experience the moment they arrive in Columbus. The updated “Visit Columbus” identity incorporates color, typography, and graphic elements reminiscent of Rand’s playful forms. It reinforces the community’s reputation for excellence while presenting a fresh, modern expression of its personality.
“This is not a rebrand of the City of Columbus or Bartholomew County,” said Weisensteiner. “It is a brand evolution for the Visitors Center, one that reflects how we introduce, describe, and celebrate this community to the world. Our goal was to create a visual identity that feels welcoming, vibrant, creative, approachable, and fun. Our brand must be flexible enough to represent everything from our celebrated modern architecture to our county’s full roster of festivals and events.”
As part of the launch, the Visitors Center has introduced a newly updated website, ComeSeeColumbus.com, that brings the brand to life. The redesigned site offers a more engaging, user-friendly experience for travelers planning their visit and exploring everything Columbus and Bartholomew County have to offer.
The new brand will serve as the foundation for updated marketing campaigns, digital platforms, merchandise, and visitor experiences rolling out over the coming months. It represents both a continuation of the city’s storied design legacy and a new chapter in how Columbus shares its story.
