Lexington Convention & Visitors Bureau changes name to VisitLEX

Popular Big Lex logo to incorporate new name

LEXINGTON, Ky. (Dec. 4, 2013) — The Lexington Convention and Visitors Bureau this week announced its new name, VisitLEX, and an updated logo, effective Jan. 1.

The vision of VisitLEX remains the same: to serve as an invaluable resource to visitors, the community, and partners as one of the nation’s premier destination marketing and service organization.

The new name and logo represent the history and tradition of Lexington and allows new opportunities to share the diversity, confidence, prosperity and all-embracing attitude of our growing community. The new logo is comprised of two elements: VISITLEX, reminiscent of the brass name plates used on horse halters, and the Edward Troye portrait of the horse Lexington, converted to blue and trademarked by the Lexington Convention and Visitors Bureau.

“These elements represent pride, value of tradition, and our rich culture,” said Jim Browder, president of VisitLex. “Blue is a powerful color and expression for Kentucky and Lexington, and continues to give our brand instant recognition.”

Lexington has long been known for producing champion racehorses and hand-crafted quality bourbon. Countless travelers have visited the Bluegrass Region to explore these two intriguing industries and the time-honored traditions they represent. Horses will always remain vital to the Lexington tourism product and our trademarked Big Lex Portrait will serve as ongoing inspiration for VisitLEX. New businesses, top notch independently owned restaurants, and a thriving, eclectic arts scene make Lexington appealing to a wide array of visitors.

“We began working with brand experts BLDG over the summer, asking them to assist us with refreshing our logo, our brand, and our name,” Browder said. “We are thrilled with their work and are excited to launch our expanded brand identifying Lexington as a peerless and magnetic destination. We will begin transitioning in January with the process continuing throughout the year.”

VisitLEX is a destination sales and service organization charged with distilling the spirit of Lexington’s Bluegrass Region and “The Horse Capital of the World” to champion the brand, generate economic benefit and serve as a role model and educator.

For more information, go to visitlex.com.