Highlands has a new look, but the spirit of the place remains beautifully familiar.
The refreshed Visit Highlands brand was created to better reflect what visitors discover here: a mountain town that feels refined and wild, welcoming and quietly remarkable, surrounded by waterfalls, trails, rhododendron, art, food, music, and views that stay with you long after the drive home.
Set at 4,118 feet in the Blue Ridge Mountains, Highlands offers a rare kind of escape. Outdoor adventures wait in every direction, from waterfall drives and scenic trails to quiet garden paths and wide mountain overlooks. At the same time, town brings its own sense of taste, with independent boutiques, galleries, performing arts, distinctive lodging, and restaurants that make the end of the day feel just as memorable as the beginning.
The refreshed Visit Highlands mark brings together natural symbols of the plateau.
The new Visit Highlands identity was designed to hold all of that together.
Inspired by the natural beauty and heritage of the plateau, the brand draws from details found across Highlands: sunrise over the mountains, birds returning through the Blue Ridge, the silhouette of Whiteside Mountain, native rhododendron, and the salamanders that speak to the area’s rare biodiversity. Each symbol is a small tribute to the landscape and experiences that make Highlands feel like a stunning world away.
The refreshed identity draws from natural details found across the Highlands plateau.
The logotype takes inspiration from historic lettering and classic Americana travel posters, giving the brand a sense of heritage without feeling old-fashioned. The handcrafted mark brings together the natural icons of Highlands in a shield-like form, a nod to the care and reverence this place inspires. The colors are drawn from the world outside: forest greens, misty blues, warm earth tones, rhododendron pink, goldenrod, and soft natural hues.
The new Visit Highlands logotype was designed to feel storied, refined, and enduring.
You may begin seeing the new Visit Highlands look on our website, social channels, visitor materials, merchandise, and around town. It was created to feel warm, artful, and enduring, much like Highlands itself.
For visitors, the new brand is more than a logo. It is an invitation to experience Highlands with fresh eyes.
Follow the winding road up the mountain. Walk beneath the trees. Find the sound of rushing water. Spend an afternoon downtown. Listen to music under the stars. Share a meal after a day outside. Return to a favorite view, or discover one you did not know was waiting.
The refreshed brand is inspired by the experiences visitors return to year after year.
Highlands is delightfully serene, decidedly wild. A place of exquisite comforts among natural wonder. A mountain town hewn from the wild and shaped with care.
For a jaunt or a season, welcome, warmly, to Highlands.