Gateway Arch Gets A New Logo, Asks Visitors To 'See Differently'

ST. LOUIS, MO — In conjunction with the grand re-opening of its museum and visitor center this summer, the Gateway Arch is getting a new logo with an updated, contemporary interpretation of the Arch. The new brand encourages visitors to broaden their perspectives and "See Differently" by taking a tram ride to the top, discovering St. Louis' role in westward expansion, or strolling the renovated park grounds.

“As one of the most unique structures in the world, the Arch can be viewed and appreciated in so many ways,” said Dave Sanders, senior director for marketing and partnerships for Bi-State Development’s Tourism Innovation division, which oversees the Arch’s tram operations. “With the grand opening of the Museum at the Gateway Arch on July 3, we are excited to introduce another new beginning for the Arch. This logo honors the many unique views the monument provides and ushers in a new era of re-imagined experiences for visitors to the Arch.”

Dovetail, a St. Louis-based brand communications agency, drove the relaunch of the Arch brand featuring the new logo and "See Differently" messaging with a new website, digital and traditional advertising, on-premise signage, and new uniforms for staff. Apparel, gifts and memorabilia with the new logo will soon be available for purchase in The Arch Store (located in the Gateway Arch lobby), the gift shop at the Riverboats at the Gateway Arch and online at shop.jnpa.com.

“The new Gateway Arch brand reflects what visitors told us they love about this iconic landmark in consumer focus groups,” said Scott Leisler, president and chief creative officer at Dovetail. “We learned the Arch inspires awe when visitors approach it from below and take in the views from up top – it’s a powerful experience unlike anything else. The new logo and messaging celebrate the uniqueness of this experience, and the logo’s mid-century modern design honors Arch architect Eero Saarinen. We’re proud to be a part of this new era for the Arch and all it means to our city and region.”

The National Park Service announced last week that the Jefferson National Expansion Memorial has officially been renamed Gateway Arch National Park, a move intended to better communicate to the public its status as a national park and home of the internationally recognized Gateway Arch.

Legislation to change the park's name was introduced in the U.S. Senate last summer. It was passed by the U.S. Senate in December, and by the U.S. House of Representatives in February. The bipartisan legislation was sponsored in the Senate by Roy Blunt and Claire McCaskill, and in the House by Reps. William Lacy Clay, Ann Wagner and Blaine Luetkemeyer. It was signed into law by President Trump.

For the latest information about the Gateway Arch, Old Courthouse and the Riverboats at the Gateway Arch, visit www.gatewayarch.com or call 877-982-1410.

Image via Gateway Arch National Park