COLUMBUS—Ohio is set to roll out a fresh welcome for travelers entering the state, as Governor Mike DeWine and the Ohio Department of Development revealed the new branding and slogan for the Buckeye State on May 10, 2023, during Ohio Tourism Day. The updated tagline, “Ohio, The Heart of it All,” aims to encapsulate the essence of Ohio, celebrating its status as a thriving destination and an outstanding place to live, work, and play.
The new signage initiative marks a significant rebranding effort and will replace older, outdated signs at key entry points into the state. These signs, crafted with meticulous care by the Ohio Department of Transportation (ODOT) Sign Shop in Columbus, will serve as beacons of Ohio’s pride and hospitality.
Ohio Governor Mike DeWine emphasized the multifaceted allure of Ohio, stating, “There is endless fun, excitement, joy, and adventure here in Ohio, but our state is more than just a travel destination. There is no better place to live, learn, work, and play, and now, everyone who crosses into Ohio will know that they’re entering the Heart of it All.”
The slogan, “Ohio, The Heart of it All,” was previously the state’s tourism slogan between 1984 and 2001, and its revival reflects a desire to rekindle Ohio’s identity as a central hub of culture and opportunity.
A total of 36 meticulously crafted signs will grace the state’s major entry points, where they will be installed by ODOT crews and contractors alike. These signs range in size, with the largest ones measuring more than 40 feet wide, and will be prominently displayed on the arch spanning I-70 at the Indiana border in Preble County.
Joshua Wilson, Administrator of the ODOT Sign Shop, highlighted the craftsmanship behind these signs, noting, “Each letter, each element is put on by hand by our employees, piece-by-piece, letter-by-letter.” The ODOT Sign Shop, known for its precision, manufactures nearly 100,000 signs annually.
State Tourism Director Sarah Wickham underlined the significance of these welcoming signs, describing them as “a welcome mat, inviting visitors in and greeting residents coming home.” Wickham emphasized the importance of the signs’ aesthetic appeal and their representation of Ohio’s pride, which will set the tone for visitors’ experiences in the state.
The timing of this rebranding initiative aligns with Ohio’s thriving tourism industry. In 2022, the state recorded 233 million visits, including 47 million overnight stays, reflecting a 13 percent increase in visitor spending to $53 billion over the previous year.
The total cost of the 36 new signs amounts to $59,990.12, with a targeted completion date of December for all installations. As Ohio welcomes travelers and residents alike with these new signs, it reaffirms its position as “The Heart of it All,” inviting everyone to explore and embrace the countless opportunities the state has to offer.