The new Montana brand was built to represent the people who live here. It promotes the whole state, helps guide and spread out visitation, supports local businesses, welcomes new ones, uplifts rural communities and shares the stories that make Montana what it is.
The new brand logo was made to represent Montanans, with custom letterforms that echo the geography: wide open, rugged and built to last. Brand colors represent the landscapes, from river bends and burnt skies to lodgepole shade and wheatfield glare. The topographic lines mark elevation, memory and movement — a subtle thread between past and present, charting where we've been and where we're headed.
By downloading these assets you agree that you will use these logos for the express purpose of promoting Montana.
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Montana doesn’t need a flashy introduction. It’s not in a rush to explain itself. It stands quiet and certain — in the wind over the plains, the light that lingers too long on summer evenings and the road that keeps rolling until it meets the sky. This place doesn’t ask for attention. It simply earns your respect. Because Montana isn’t just a place you see. It’s one you feel.
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The people who live here don’t come for easy. They stay for what matters. They show up early. They stick it out. They shovel their neighbor’s walk just because they’re already out there. Montanans don’t shout their values. They live them — in the work, in the welcome and in the way they look you in the eye. The land shapes the people, and the people shape the stories. That’s what makes Montana different. That’s what makes it stick.
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Good stories don’t need embellishment. The best Montana stories unfold in the doing — in late-night drives, wrong turns that turned out right and the kind of quiet moments that don’t seem like much until years later. They’re stories passed down across tables and tailgates. Earned, not staged. Felt, not forced. The ones worth telling are the ones that connect us. And Montana has a way of writing those stories on your soul.
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Montana asks something of you. To be present. To be respectful. To be ready — for weather, for wonder, for whatever comes next. But for those who give it their time and their effort, Montana gives back more than they imagined. Perspective. Peace. Purpose. That’s the trade. And it’s always worth it.
