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JUST IN: Visit Alexandria unveils new city branding

New Alexandria logo design (via Visit Alexandria)

Tourism bureau Visit Alexandria has debuted a new logo as part of an advertising campaign for the city.

The logo features the city’s name in lower case, with the “a” in the middle filled in like a sunrise and sun-lit ripples emanating below it. It was unveiled this morning (Thursday) at a Visit Alexandria meeting.

“Our new logo is sophisticated yet inviting and embraces our identity as a waterfront city that is continually evolving,” said Patricia Washington, President and CEO of Visit Alexandria, in a release. “Even as our brand changes, we’re continuing to highlight our city’s historic character both visually and in our storytelling with a bold new destination advertising campaign that will surprise people and offer potential visitors a glimpse at all there is to know and love about Alexandria.”

Washingtonian senior editor Andrew Beaujon first reported the change on Twitter this morning.

The new logo is part of a paradoxical “Best Kept Shh” marketing campaign aimed at creating a sort of mystique for Alexandria.

“The ‘Best Kept Shh!’ campaign is a nontraditional marketing campaign that seeks to grab attention and spark curiosity as it plays on the idea that Alexandria is so special, it might be too good to share,” a Visit Alexandria release said. “Video executions ‘bleep’ or censor the word ‘Alexandria’ in a humorous way to make viewers stop and wonder what is being said until it is revealed at the end of the ad.”

The previous logo had a more historical styling, with the word “Alexandria” written in a lavish cursive.

The logo for Visit Alexandria (via Visit Alexandria)

Last year, Alexandria City Public Schools mulled changing its logo but after months of work, two logo redesigns were sent back to the drawing board.

Updated 12:15 p.m. — A previous version of the article described the sunny logo as looking like a ‘sunset’. The waterfront does, in fact, face east.

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