As we gear up for the grand opening of the Museum at the Gateway Arch on July 3, we are proud to introduce the Gateway Arch’s new logo and website!

We sat down with Dovetail, the branding agency behind the Gateway Arch’s new brand, to chat about the new look.

Why is the brand relaunching now, in 2018?

Now is a once-in-a-generation opportunity to unveil a new brand in conjunction with the completely new experience at the Arch, which culminates with the opening of the Museum at the Gateway Arch this summer. The Gateway Arch brand has been transformed to match that re-imagined experience and bring renewed excitement to a very beloved world-class landmark.

What does the new brand mean?

The new brand platform, “See Differently,” really captures the spirit behind the monument and the park, and inspires people to re-evaluate what they may think they already know about the Arch. Literally, there are so many ways to see the magnificent views of the Arch – from outside at its base, to the observation deck at the top, and even from the Old Courthouse, the Riverboats and from the sky on a helicopter tour. But we want people to “See Differently” in the figurative sense as well – to look at history from another viewpoint, and to understand all of the victories and struggles the Arch stands for: the expansion of this country west and the fights for civil rights that took place right here in St. Louis. For every story, there are multiple viewpoints.

“See Differently” is a multidimensional way to express the unexpected power of seeing the Gateway Arch as an architectural marvel and for the magnificent stories behind it. The new brand logo is an updated, contemporary interpretation of the Arch that beckons visitors to see the monument in this renewed way.

What does the brand reflect?

We conducted a lot of consumer research to develop the brand positioning and platform, as well as the logo and messaging. What surprised us most was how universally powerful the Arch experience is. The descriptions from visitors about approaching the Arch (It just kept getting bigger!) to going inside and up in the tram (I was nervous.) to being at the top (It was exhilarating.) were nearly identical in multiple markets, across ages, gender and race. It truly made our job a lot easier – this is a highly emotional experience, grounded in the wonder at the architectural marvel, the thrill of the ride to the top and the discovery of its historic significance. The work flowed beautifully from those insights.

How will people notice the change in the brand?

The “See Differently” brand platform has come to life with a new website, digital and traditional advertising, on-premise signage, collateral, and new uniforms for staff. Apparel, gifts and memorabilia with the new Arch logo will soon be available for purchase in The Arch Store, located in the Gateway Arch lobby, and online at shop.jnpa.com. Arch logo gifts and memorabilia will also be sold at the gift shop located on the Riverboats at the Gateway Arch.