Ohio, The Heart of it All
"Ohio, The Heart of it All." is Ohio's brand. Ohio is more than just a place on a map. It's a place in people's minds, and in their hearts.
Our brand theme, Ohio, The Heart of it All, speaks to Ohio's central geographic location — we're within a day's drive of 60% of the U.S. and Canadian populations. But just as importantly, it conveys that Ohio is the heart of the heartland. The heart-shaped state. The home of heartwarming stories and heartfelt joy.
When we say The Heart of it All…we mean ALL. This is a brand for all of Ohio, uniting all the things we love about our great state under one powerful phrase. It's also an incredibly flexible and versatile theme that is widely applicable to all facets of Ohio to include tourism, economic development, natural resources, Ohio's workforce and much more.
For some, the brand theme may evoke fond feelings of nostalgia. "Ohio, The Heart of it All" was the state's much-loved tagline from the mid 1980s to 2001, and it still holds a spot in the hearts of many Ohioans. And while we're proud of our past, we're looking to the future, building on that brand equity and adding modern updates. Crafting something familiar, yet fresh.
This is Ohio's time. Companies are investing here and creating countless opportunities. We've been recently recognized as a leading state for affordability and quality of life. It's time to tell our story. It's time for a creative, inclusive, unifying brand that positions Ohio for today, and tomorrow.
Brand Downloads
TourismOhio has many great photo and video resources for promoting Ohio, located in our Image Library.
In addition, we encourage organizations throughout the state to use the "Ohio, The Heart of it All" logo to help promote tourism whenever possible.
Please note: "Ohio, The Heart of it All" and the accompanying logo are the trademarks/service marks of the Ohio Department of Development (the Department). You may not use these marks without prior written permission from the Department. The Department may seek any and all appropriate relief against unauthorized use of its trademarks/service marks.
Please contact Lauren Seckel to request permission to use the logo and be sure to refer to our brand guidelines below for tips on how to use these assets.
Note: be sure that you refer to our brand guidelines for tips on how to use these assets.
TourismOhio strives to make Ohio a destination of choice, enriching lives through authentic travel experiences. TourismOhio aggressively positions Ohio as a relevant travel destination and supports Ohio's tourism industry to drive economic prosperity throughout the state. Tourism marketing programs helped generate 245 million visits to Ohio and $58 billion in sales in 2025.