Visit Dallas launches new brand identity celebrating the city’s ‘can-do’ attitude (2024)

Dear Dallasites,

After almost two years of research and collaboration among the Visit Dallas organization, city of Dallas leaders, community stakeholders, advocate organizations, local businesses and Dallas residents, we’re excited to introduce the new city of Dallas brand. It’s a dynamic and ownable identity that authentically reflects the qualities, personality and values that make our city what it is today and will be long into the future. With several impactful events on the horizon, such as the FIFA World Cup 26 and the Kay Bailey Hutchison Convention Center expansion, there’s no better time than now for this big debut.

What is the new Dallas brand?

Simply put, it’s a maverick, can-do spirit that celebrates you, the people of Dallas. We are inspired by your fearlessly innovative, audacious energy and have developed the new Dallas brand to mirror the unique energy you project.

Unlike any other city in the world, Dallas offers up an irresistibly magnetic confidence — a hyper-original can-do vibe, a collective sense that the walls that divide us are crumbling, and a new vision of togetherness is emerging into a wide blue North Texas sky. It’s a feeling that anything is possible, and everyone is welcome.

Over the next few months, as we celebrate this city, you’ll see creative expressions of our new brand all around Dallas. On billboards and kiosks, in newspapers and magazines, on the sides of buses and trains, in airports and hotels and in the media, these ads will be colorful and bold, much like the city itself.

Dallas Can-Doers

As part of the campaign, we’ll be saluting several community leaders and luminaries we’re calling the “Dallas Can-Doers” — difference makers, game changers, tastemakers and visionaries — with a series of portraits and artworks created by Dallas’ talented local arts community that support the core brand pillars. We’ll highlight the unique qualities that make them can-do people in a can-do city. You’ll see Dallas’ diversity and dynamism on display — with just the right amount of Dallas swagger.

More than a city

Our new brand also recognizes that Dallas is more than a city; it’s a state of mind, a set of shared beliefs about what’s important to our lives and future — like our increasingly diverse community of people. Dallas is an emerging global city that’s fueled, empowered and supercharged by a diverse intermingling of cultures, a rich tapestry of traditions, lifestyles and points of view. Here, everyone can be their most authentic and fearless selves. We welcome the wildest dreams and open minds.

We’re also connected by our unwavering commitment to the arts and cultural advancement. Throughout its history, our city has embraced creativity and cultural development with intention and purpose. This is clearly evidenced in our Arts District, which is among the largest and finest in the country and global in influence.

We’re a city famous for food. Our deep culinary heritage, with influences from across the world, adds flavor to our lives and connects us. With cuisines ranging from legendary barbecue to sublime sushi, Dallas is both a test kitchen for new flavors and a celebration of superlative traditions. Its many award-winning chefs are meeting the moment with creativity, artistry and extraordinary environments and experiences, lifting this city onto the world’s culinary stage.

You can’t think of Dallas without also thinking of our electrifying sports culture. Home to iconic teams like the Cowboys, Mavericks, Stars, FC Dallas, Rangers, Dallas Wings and more, Dallas was named the top sports business city in the U.S. by Sports Business Journal in 2023. As a host city for events such as the NFL Super Bowl, NCAA Final Four, Cotton Bowl Classic and upcoming FIFA World Cup, we are a major player in the world of sports.

Dallas is a hub of innovation, with top minds across many industries helping pave the way to a brighter future by developing new technologies in areas such as sustainable architectural design, smart transportation infrastructure and carbon-neutral operations. This is a bold city that takes big, audacious swings; that’s just who we are.

This is Dallas. “We Do Can-Do”

If you’d like to get involved or learn more about the new Dallas brand, check out DallasCanDo.com. There, you can nominate a “Can-Doer” you’d like to see recognized — a neighbor, a leader, a business or an organization that embodies the city’s can-do spirit.

You can also help us support our community education partner, Big Thought, by purchasing commemorative We Do Can-Do apparel.

This brand, like our beloved city, is only realized through the passion, support and can-do spirit of all Dallas residents.

Now more than ever, it’s an inspiring time to be a Dallasite.