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Gateway Arch Celebrates New Era With Fresh New Logo

Gateway Arch Celebrates New Era With Fresh New Logo
February 27, 2018 Jerry Vallely

Gateway Arch Celebrates New Era With Fresh New Logo

In conjunction with the grand re-opening of its museum and visitor center this summer, the Gateway Arch has undergone a relaunch of its iconic brand. The relaunch includes a new logo with an updated, contemporary interpretation of the Arch. New brand messaging beckons visitors to be inspired by the transformation of the Gateway Arch and to See Differently.

By taking a tram ride to the top, discovering more about St. Louis’ role in westward expansion, or enjoying a stroll through the renovated park grounds, visitors are encouraged to broaden their perspectives of the monument.

“As one of the most unique structures in the world, the Arch can be viewed and appreciated in so many ways,” says Dave Sanders, Senior Director for Marketing and Partnerships for Bi-State Development’s Tourism Innovation division, which oversees the Arch’s tram operations. “With the grand opening of the Museum at the Gateway Arch on July 3, we are excited to introduce another new beginning for the Arch. This logo honors the many unique views the monument provides and ushers in a new era of re-imagined experiences for visitors to the Arch.”

Dovetail, a St. Louis-based brand communications agency, drove the relaunch of the Arch brand featuring the new logo and See Differently messaging. The brand 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 logo will soon be available for purchase in The Arch Store (located in the Gateway Arch lobby), the gift shop at the Riverboats at the Gateway Arch and online at

“The new Gateway Arch brand reflects what visitors told us they love about this iconic landmark in consumer focus groups,” says Scott Leisler, President and Chief Creative Officer at Dovetail. “We learned the Arch inspires awe when visitors approach it from below and take in the views from up top – it’s a powerful experience unlike anything else. The new logo and messaging celebrate the uniqueness of this experience, and the logo’s mid-century modern design honors Arch architect Eero Saarinen. We’re proud to be a part of this new era for the Arch and all it means to our city and region.”

For the latest information about the Gateway Arch, Old Courthouse and the Riverboats at the Gateway Arch, visit or call 877-982- 1410.

About the Gateway Arch: The Gateway Arch and the Old Courthouse are part of Gateway Arch National Park, located on the riverfront in downtown St. Louis. The Gateway Arch, which features the Tram Ride to the Top and Monument to the Dream documentary film, is open daily from 9 a.m. to 6 p.m. Labor Day to Memorial Day weekend, and 8 a.m. to 10 p.m. Memorial Day weekend to Labor Day. The Museum at the Gateway Arch is currently undergoing renovations and will celebrate its grand opening on July 3, 2018. Programs and events at the park are made possible by the generous support of Jefferson National Parks Association and Bi-State Development.
Most programs are FREE of charge and open to the public. For more information and to purchase tickets, visit