Why the New Welcome Feels Less Like Home
The Silhouette and the Slogan: What We Lose When We Brand the Land By Jerry Buchanan There is a distinct difference between being a place and being a destination . Looking at these two signs, the shift is clear. In 1949, Virginia didn't feel the need to sell itself. The sign was a quiet statement of fact: a hand-painted silhouette of the Commonwealth, a bit of elegant script, and the sturdy white posts of the Department of Highways. It looked like a signature at the bottom of a deed—permanent, proud, and rooted. Fast forward to the modern era, and the landscape has changed. The 2015 sign is sleek, reflective, and "on-brand." It’s designed for a car moving at seventy miles per hour, optimized for a quick glance or a roadside selfie. We’ve traded the map for a heart and the history for a slogan. While "Virginia is for Lovers" is an iconic piece of marketing, many of us feel a twinge of nostalgia for the old black-and-white boards. To the modern traveler, the ne...