Refreshing the look of a destination. The historic Illinois and Michigan Canal National Heritage Corridor has much to offer visitors to the region in the way of attractions, shopping and dining. The Heritage Corridor Convention and Visitors Bureau wanted a logo and brand identity that matched their area’s vibrancy and excitement while also giving a nod to the waterways that play such an integral part in defining this destination. Evoke Idea Group delivered with a logo refresh that updated the CVB’s existing and familiar logo, allowing the organization to retain brand equity while still refreshing their logo and projecting a more modern and professional image. While logo refreshes are commonly thought of as time-consuming and a process that starts from scratch, the agency proved to the Heritage Corridor CVB that they didn’t need to endure drastic changes or a complete brand overhaul in order to reap the rewards of a new look. In addition to the new logo design, Evoke developed complete usage guidelines and a full suite of branded materials such as business cards, letterhead, note cards, folders and envelopes. The result is a look worthy of a world-class destination.