Case Study: Discover Albany refreshes its visual identity with Simpleview

Discover Albany - Customer Case Study

Discover Albany partnered with Simpleview to refresh its outdated visual identity and better reflect Albany’s broader story. The previous logo centered on a Dutch ship motif tied to the city’s past, but the team wanted a brand that also highlighted Albany’s present-day character, history, and welcoming spirit. Simpleview’s Experience Design team supported the rebrand through a destination immersion process and website redesign planning.

Simpleview created a new mobile-first visual identity for Discover Albany that blends historical and modern typography, a refined blue color palette inspired by the Hudson/Mohawk River, and a tulip icon honoring Albany’s official flower and Dutch roots. The result is a flexible logo system with additional elements for collateral and digital use, designed to improve readability, strengthen brand storytelling, and work well across mobile and desktop.

Discover Albany