Lexington CVB Changes Name to 'VisitLEX'

The Lexington Convention and Visitors Bureau in Lexington, Ky., has a new name — VisitLEX — it announced yesterday.

The new name, which officially takes effect in January, is part of a comprehensive re-branding effort that’s designed to attract more visitors to Lexington. Along with it, the CVB has unveiled a new logo featuring a blue silhouette of the famous horse “Lexington,” painted in the 19th century by animal artist Edward Troye. According to the CVB, the new name and logo represent “the history and tradition of Lexington” and allow “new opportunities to share the diversity, confidence, prosperity and all-embracing attitude of our growing community.”

“We began working with brand experts BLDG over the summer, asking them to assist us with refreshing our logo, our brand, and our name. We are thrilled with their work and are excited to launch our expanded brand identifying Lexington as a peerless and magnetic destination,” VisitLEX President Jim Browder said in a statement.

Added Chris Ritter, partner at BLDG, “Lexington is the centerpiece of the Bluegrass Region and was in the perfect position to further define who they were as a brand. As an outside entity, we were able to provide a fresh perspective on what makes the city a great destination. The project carefully evolved the equity of the existing brand as we created a full identity package for VisitLEX that capitalizes on the unique experience it offers visitors. The new identity gives VisitLEX an eclectic personality with refined, modern appeal and gives the brand vision for the future.”

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