OVERVIEW OF NEW MILWAUKEE MARK
"The secret is getting out"

Long thought as the best kept secret in the United States - word is getting out about the new Milwaukee as it is "discovered." The reasons why Milwaukee is getting a second and third look are many; let's just say you have to experience the Milwaukee renaissance to really understand. Heads are especially turning because of the international attention that has been received for the highly praised Santiago Calatrava addition to the Milwaukee Art Museum.

Seizing on this acclaim, Spirit of Milwaukee partnered with other civic-minded organizations to take advantage of this one-of-a-kind opportunity. Just as the image of The Arch is associated with St. Louis and the Golden Gate Bridge is aligned with San Francisco, the objective was to create a identifiable connection between the Calatrava addition and the new Milwaukee - an addition and a city that are truly - Innovative, Pioneering, Dynamic and Expansive.

Current Milwaukee residents and previous Milwaukee visitors agree "it 'ain't' the same old city." In fact, it is anything but old with burgeoning industries in biotechnology and technology, a far-reaching financial services sector, an acclaimed higher education system, a highly praised arts and cultural community, a diverse offering of tourism activities, and, of course, a reinvented manufacturing base.

The Milwaukee mark or logo, centered on the celebrated Milwaukee Art Museum, was created as a means for every company and organization within the Greater Milwaukee area to show their loyalty for this community. Much like the "Good Housekeeping Seal" the mark serves as a demonstration of the pride Milwaukeeans have for this city's past and, most importantly, future.

Created to be "community-owned" and available at no cost, all entities that call Milwaukee home are encouraged to use the mark how they see fit from placing it at the end of emails to putting it on web sites to adding it to stationary. As individuals, people can show their pride by wearing a "Milwaukee" shirt or temporary tattoo.

When it is all said and done, it is all about spreading the good word about Milwaukee. The goal is nothing short of getting the message out across the world and ending once and for all this idea that Milwaukee is the best kept secret! So do your part and use the mark!!!!

P.S. Milwaukee won't be a secret if you tell someone.

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