Visit Bellevue Washington Reveals New Logo and Branding

Visit Bellevue, the official marketing organisation for the city of Bellevue in Washington, has revealed a new tourism brand identity.

Developed in collaboration with creative agency 62ABOVE, the rebranding coincides with the launch of a new campaign titled “Unexpect It”, which aims “to capture the spirit of a city that consistently defies expectations”.

The new logo is said to have been inspired by Bellevue’s identity as “a city within a park”, merging contemporary fonts with a handwritten script that the designers believe reflects “both its role as a thriving tech hub and its laid-back, nature-connected lifestyle.”

Additional design elements include illustrations of mountain peaks, evergreen trees, and a guiding compass rose.

The organisation has also introduced a high-tech, mobile welcome centre dubbed “The VueFinder”.

“This brand reflects Bellevue’s pulse – creative, global, welcoming, and constantly evolving. It’s a place where culture is celebrated, community is strong, flavour is savoured, adventure is invigorating, and discovery is around every corner,” comments Visit Bellevue’s executive director, Brad Jones.

The brand refresh comes at a significant moment for the city, following what was reportedly its best tourism year ever in 2024.

In the last year alone, Bellevue has welcomed 80 new restaurants, the region’s first InterContinental hotel, and new experiences such as a walking food tour, culinary weeks, electric lake cruises, and a downtown recreation centre offering access to kayaking and paddle-boarding.

Source: Visit Bellevue