New slogan is ‘Honest-to-Goodness Indiana’


February 12, 2014  |   Filed under: Across Indiana,Top stories  |   Posted by: 

By Paige Clark

INDIANAPOLIS – The state is making an effort to increase tourism with its new slogan – “Honest-to-Goodness Indiana.”

State tourism officials on Wednesday unveiled a new advertising slogan and logo.

State tourism officials on Wednesday unveiled a new advertising slogan and logo.

The new brand cost $100,000 to create and the state will spend an additional $1 million implementing it. The advertisements are centered on a “story telling platform” to draw people in.

The brand is “something we as a state can truly own,” said state Tourism Director Mark Newman. “When you develop a brand it has to be something people can identify with.”

In 2013, 71 million tourists spent more than $10 billion in Indiana. Tourism is the state’s 6th largest industry with more than 140,000 Hoosier employees.

Lt. Gov. Sue Ellspermann said the success of the tourism industry is directly related to Hoosiers’ friendliness.

“The people are genuine and the experiences are too,” Ellspermann said. “Hospitality matters.”

The slogan’s image is meant to look like the mark from a rubber stamp to give Indiana attractions a “seal of approval.”

The text is in both script and block to emphasize tradition but also embrace the contemporary world.

Newman said the design has a “diverse color palette” to represent the diversity of Indiana, from urban to rural areas. He also said the image is tilted 16 degrees, a nod to 1816 when Indiana became a state.

Advertisement efforts will be divided evenly on in-state and out-of-state media – magazines, billboards, television and a new cell phone app to be launched later this week. Also, the first ever Indiana Travel Guide has been launched with the new brand.

“Now is the time to launch a new brand,”Ellspermann said. “We can achieve really great things.”

Paige Clark is a reporter for, a news website powered by Franklin College journalism students.


  1. Please tell us which political crony got this consulting gig to come up with this marketing strategy for Indiana and how many hundreds of thousands of taxpayer dollars it cost.

    Because I can play around with desktop publishing and come up with crap comparable to this pretty easy. This is not genius work they produced here…..

    • Hang that sign right under the I-69 sign as you enter from the south.

      Jimmy Fallon’s writers always need new material.

        • Last I heard, they could still get the little red Studebaker convertible if they wanted to resurrect that ad campaign. I’m pretty sure it’s still sitting in the Studebaker museum in South Bend.

          (That always was my favorite tourism ad campaign.)

        • Yep, I remember,some of’em took that concept to heart,they’re still at it.
          “Just license that scooter though.” Someone,ought to market studded tires for those suckers,saw a ball of cheap chinese imitation coveralls going down Eest Covert Avenue there the other day,skeeting all over the place. “Wandering” somewhat,about the crumby excuse for a city street dodging chuck holes and road repair cuts. Geez,made the road look like somebody shelled it with a 155mm howitzer. Made me wonder why the blob of coveralls even went out at all into the subzero wind chills in such dangerous conditions. Must have been a real “sustained need” there.

          One of those local personal injury firms should invest in flashy looking a jeep wrangler like the police have, equipped with a flashing billboard on the thing,you know Brains, maybe a scrolling LED type showing the scooter occupant how they might can assist”em in their retirement planning with some extra prepaid lifetime health care,in a scooter rich environment. The wonders,of Indiana plan. Relocate to Key West,or Jamaica,with some lasting abundance of destination money to burn,and some real nice weather for wandering,or wondering,da-boot.

  2. ‘Newman said the design has a “diverse color palette” to represent the diversity of Indiana, from urban to rural areas. He also said the image is tilted 16 degrees, a nod to 1816 when Indiana became a state’.

    Right. And wow.

    Getting some heavy Amber Waves Of Grain vibes.

    • Bandana,I really don’t no about the amber waves,but the old scheme of wander Indiana made me think a bit,heck I did that once as a youth with a Cousin of mine from Bartholomew county. It was a dare and a bet when we were high school age.
      We both had made canoes through a scouting programs,his was a bit larger than mine,sturdy thing too. Some of the local boys up there said we couldn’t take that thing down state to Evansville in less than six days from up there. We bet’em,we could,indeed. $100.00 bucks geez,for all that.
      Well,we took five days, 21 hours and 12 minutes. Into the boat on family ground along Haws creek,to stepping out onto dress plaza downtown Evansville.
      We had a pocket watch type stopwatch my cousins cross country coach loaned us. I to this day,think we could have made it inside of five days.
      We loafed some,and just drifted with the stronger currents when we could,we straightened some tight bends when we could,pulled the inside to the strongest water for extra push,one day paddling into the wind was tough seemed the gusting came into our faces just as we would turn the bends downstream,we used the sheltered side tree lines to beat that. That day someones dog followed us for miles,when we passed under a little country bridge he stopped sat and watched us go on,turned and ran off back upstream. Pooch had a travel limit,I guess.

      We did paddle by the moon one night and didn’t camp the next day till dark again. Interesting trip,we hit the East fork of the white river below Columbus,camped on a huge sand bar there,had an aunt and uncle who met us there,they lived near Seymour and came to bring us more ice and food and drinks for our cooler.

      We had to stop anywhere someone would let us use a phone and call in everyday for progress reports,no cell phones back in the day,so that was a challenge.
      We had a blast,One of the most interesting things on the trip came when we stopped to eat our lunch below “Hindostan falls.” Real nice there.
      We paddled up to the bank and eddied in there that day for lunch (“late spring day.”)
      There was good sized crowd at the falls,some important looking fellas and such,one guy started walking our way,we thought “ought oh!” Look he’s got some guys in uniforms with him.dang.
      Well the guy was real nice,he ask where we came from,and where we had set out to, we told him,the guy seemed impressed,we talked,and talked families some,he told us to contact him when we made it to our destination,and too tell him how the rest of the trip went,and if we won the bet,and the dare. We did,the address he gave us was in Indianapolis,his name was Edgar,it was 1969,you see he was the Governor of the State of Indiana,Edgar Whitcomb. No crap!

      I still have the letter of congratulation he sent to Grandpas house somewhere.My Evansville Grandpa,and my Aunts and Uncles,some younger cousins and “ole Spud” met us there, We called them ahead from a place in downtown Henderson. One Uncle whom also loved canoes,from ,Evansville loaded the thing into a huge oldsmobile stationwagon the next day,and we rode back up state for the round robin. “High school juniors in the fall.”

      He Mr. Whitcomb wondered,if anyone else had ever made that passage down Haws creek,through Columbus,and onto the East Fork of the White river,into the Wabash,and up the Ohio in that short of time by canoe ever before,and,eluded,to some “early explorer” and how ferocious the wildlife or Natives Americans behind him might have been while paddling quickly down river.
      He wrote how much he loved the State waters of Indiana,and wished he could have seen and felt everything we did during our Hoosier River passage,and great adventure.

      Good stuff, and a true story,I guess the Falls near Loogootee Indiana were being spotlighted for something the day we bumped into the entourage on the river that day. Kinda cool.
      The trust and confidence our elders had in us was earned,we knew exactly how to do what we set out to do.

      You see,Bandana, I haven’t ever forgotten just how scenic and serene that was back then, especially “the night we chased the moons image” across the waters to the horizon till sun up,Then kept going,didn’t stop till dark that day,youth,sure would like to have that back now,hell,maybe that kind of a States Governor,as well.

      Indiana, can be a nice place, if one goes to find it,sure like to keep it that way,in my memories for sure. 😉

      “Eodem amimo quo si aliis,est nice anulum victum.”

      “Imagine Indiana,nice ring to it,aye”*

      • That’s a good story. I did some light canoeing in Boy Scouts but nothing like that. A buddy of mine’s dad made a nice one for us in his garage.

        • Spruce stringers,native cherry veneer panels,osage orange keel and thwarts,16’4″ bow to stern two wickered type suspended seats clear coated with “e” glass cloth, and painted with Imron aircraft paint.
          Left mine locked down at a river camp back in eighty one,some asshole stole it,and,the down rig trailer,I built for it down by the White river in Arkansas,it was a fine trout boat down there,the canoes thermal insulation qualities due the composite construction kept the bottom comfortable in the cold dam controlled rivers.
          I was into kayaks by then,so I didn’t build another, just bought a O.T. tripper.
          My Evansville cousins built the same types with used pine orange crates,looked good,and worked fine,as well…Blue River boats back in the day,when the old mills and mill dams were still there in place,”had better water depth year around”.

          Kids and a good canoe,those were really the days,we were regular explorers,we thought one time about doing the Wabash from its confluence up near the northern Ohio Indiana border,to Evensville,heck we all had sports practice’s and jobs by then so we never did it,Grampa,said that was probably a good Idea,said the summer mosquitoes were of the size along the upper Wabash they would show up in formations at sundown. Visible to NA/ADC cold war air defense radar, at the least…. 🙂

          • Sounds like you got to experience the Chris Craft of canoes. It’s a shame other people’s nice stuff draws thieves.

Comments are closed.