Nike has its swoosh. McDonald’s, its golden arches. But what would Vermont’s signature brand mark look like?

The state’s tourism department is working to figure that out.

Tourism Commissioner Heather Pelham said her staff has submitted a request for proposals to develop a visual symbol that distills the essence of Vermont in promotional campaigns.

“We feel there’s the opportunity to have a more consumer-facing mark, specifically for tourism, that would distinguish some of our efforts across the country as we’re talking to folks that might be able to engender a stronger brand affinity with Vermont,” Pelham said.

Think, “I Love New York,” Pelham said, or, “Virginia is for lovers” — both of which have accompanying logos used to promote tourism in those states.

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