Overview
Route 66 is hitting the big 1-0-0. A century of neon signs, gas station coffee, and the kind of Americana that makes you wanna roll the windows down and let the bugs hit your teeth. Our job? Give the Mother Road a birthday suit that felt fresh without ditching the grit. With a primary and secondary logo already in play, we weren’t starting from scratch—we were asked to steer the branding toward something celebratory, flexible, and rooted in nostalgia while still looking good on a hoodie or a billboard.
Client
Visit Springfield
Industry
tourism
Service
Branding
Duration
2 Months
The Challenge
How do you brand a road that brands itself? Route 66 already carries a ton of baggage—classic cars, diners, motels, the whole road-trip playlist. Add in an existing logo system and the project becomes a balancing act: respect the heritage, keep the recognition, but add enough kick to feel like the official centennial mark. It couldn’t look like a government patch job. It had to look like a party you didn’t want to miss.
The Solution
We leaned into the grit and glow. The centennial branding extended the primary and secondary logos into a full system—color palettes echoing faded postcards, typography that nods to roadside signage, and graphic patterns that feel right at home on a bumper sticker or a beer koozie. The result is a brand that feels 100 years old and 100% alive. It honors the icon while throwing fuel on the fire for the next hundred. Some roads get you from point A to point B. Route 66 got itself a brand worthy of the ride.
