a brand that is never done and never outdone.
A strong and consistent brand identity helps build credibility, create familiarity and trust with our audiences, and establish a solid foundation to help share our message with the world.
colors
Primary colors
Choose Chicago's primary colors are bold renditions of the city's iconic flag: Chicago Fire and Chicago Lakefront. These are our primary brand colors, and should be used prominently across touchpoints. They're supported by Chicago Winter and Chicago Night, which serve as the brand's black.
Uses for the primary brand colors include but are not limited to:
• Buttons
• Graphics
• Background colors
• Text
• Iconography
Chicago Fire
Chicago Lakefront
Chicago Winter
Chicago Night
Secondary colors
Choose Chicago's secondary colors are vibrant reflections of iconic Chicago imagery, from our downtown bridges and the Chicago River to the Wrigley Field scoreboard. These colors should be used in support of the primary brand colors.
Each color has a light and dark version. For text overlays, please refer to the swatches to determine if the text should be Chicago Winter or Chicago Night.
Uses for the secondary brand colors include but are not limited to:
• Graphics
• Background colors
• Text
• Iconography
Chicago Cherry Blossom
Chicago Bridge
Chicago Sky
Chicago Skyline
Chicago Lights
Chicago Mustard
Chicago River
Chicago Scoreboard
Chicago Spring
Chicago Dusk
color usage
The colors are highly versatile—any light tone pairs well with the dark tones in any combination.
While the palette remains flexible, some color combinations may lean toward specific categories.
Avoid
Avoid use of more than three colors.
Avoid use of dark on dark tones.
Avoid use of light on light tones.
Typography
Typography Usage
The emphasis typeface can be used to highlight an emotive or descriptive word within a headline. It should be used sparingly and never used without the base font (Scale Variable).
Lean toward using the lead emphasis typefaces whenever possible.
Access all brand fonts below, from Adobe and Google:
Logos
logo clear space
To ensure the Chicago branding comes through loud and clear, keep the surrounding area clear of any other words, logos or busy areas of photography. The clear space, ‘x’, is defined by the height of the crossbar in the ‘H’ of the destination Chicago logo. It should be used as the measurement of clear space around the entire logo.
logo MINIMUM SIZE
To make sure our logo is always legible, it cannot be reduced to a size smaller than the sizes below in any print or digital execution.
logo colors
The CMYK, RGB and HEX numbers should be used as starting points. Please work with your printers and producers to determine the correct color values for your specific project.
what not to do
Consistency in branding is one of the most important tools we have. Below are a few key ways in which the logo should never be used.
Photography
Image selection
Show neighborhoods, not just the skyline
Focus on local parks, streets, murals (must have approval from artists), and rooftops.
People are the heart of the city
Highlight real Chicagoans — artists, families, small business owners, musicians.
Keep it real
Use natural, unposed moments. Show emotion, movement, and connection.
Celebrate diversity
Reflect the city’s many cultures, backgrounds, and voices.
Authentic over perfect
Choose bold, honest images that feel lived-in, not overly polished.
Sports / fans
Show the passion and pride of Chicago’s teams, athletes, and fans.
Unconventional Meetings
Professionals connecting casually in unexpected Chicago venues — lively, fun, and far from boring.
Hotels
Highlight hotels that reflect Chicago’s unique style and world-class hospitality.
Image approvals
All imagery and sports logos must have written consent to be used for all media.
Download Release Form >
campaign
color combinations
There are four official color combinations for the campaign lockup, two light and two dark.
Do not use any additional color combinations for the campaign lockup.
campaign lockup
Choose Chicago's new campaign—"Never Done. Never Outdone."—is bold and vibrant, unapologetically representing our city.
The lockup is available for use vertically and horizontally.
The Choose Chicago logo must appear somewhere on any creative with the "Never Done. Never Outdone." lockup. Please follow the regular rules for our primary logo's usage.
Messaging platform
Positioning statement
This is an internally-facing statement that clearly defines what your organization is, and why it is what it is. It’s our guideline for how we position you.
To those who are true to themselves
Chicago is where hard work meets hope
With our tenacity, creativity, and relentless loyalty
We push forward and never settle
Together we create space where you can be yourself and change the world.
Brand pillars
Brand pillars describe the most important selling points of your product. These pillars will support the focus points of all your marketing content.
Original
There is only one Chicago. In our humble opinion, nothing comes close. We have inspired schools of thought and schools of higher learning—not to mention new genres of art, cuisine, music, theater and dance. But we'd rather go about the business of changing the world than talking about it. While we work, others talk. But Chicago has shoulders broad enough to take whatever they say about us in stride. It fuels us and makes us work harder. Because greatness doesn't just happen. You have to work for it.
Bold
We've never been ones to shy away from a fight. We don't take no for an answer. Chicago doesn't follow—we lead. We don't back down—we invent new ways through. Because when we build things, the world looks up. We've had the audacity to change the course of rivers and the course of history. We are rooted in who we are and where we've been, but we've never been afraid to reinvent ourselves to stay on the leading edge. Through fires and ice, we always come out stronger.
Open-minded
North, South or West. Cubbies or Sox. We are a city of sides—often divided, but together united. Every side tells the story of who we are. Throughout our history, people from all over the world have come here seeking a better life. While not without our challenges, we continue to find ways to come together. While we are unapologetically proud of who we are, we have always been open and accepting of new ideas and new ways of doing things. We relentlessly work to make this place better for everyone. The diversity in our backgrounds and thinking has created our one-of-a-kind style, sound, flavors and culture. Being a Chicagoan means to be accepted and celebrated for being you.
Community
Chicago loves to come together. Whether it's at our festivals or in our bars, convention centers, the friendly confines or our neighborhoods, you can't keep us apart. Because Chicago isn't just a city. It's a way of thinking. We rally together to support and celebrate who we are. You'll find it in every one of our 77 neighborhoods—all uniquely different while also uniquely Chicago. That spirit of community is how a city this size can still feel small at the same time. To us, it's personal. There is a pride and sense of belonging you won't find anywhere else. Because when Chicagoans are in, we're all in
Real
Chicago is all heart, not pretense. You don't have to look or act the part here—just be a good person and be yourself, and you'll be fine. This city is full of contrasts and contradictions that somehow work. We're tough but tender. Full of grit and full of hope. We treat each other with kindness and respect. We're humble but opinionated. We won't hesitate to tell you exactly what's on our minds—whether you ask or not. We're far from perfect, but we're always working to make things better. Because you don't make Chicago—Chicago makes you.
voice & tone
It’s not just what we say, it’s how we say it.
Voice and tone is an internal description that encapsulates how our brand’s personality comes across and is expressed emotionally.
Whenever and however we communicate, Choose Chicago is:
Welcoming
We are friendly and approachable. We want to be inclusive of all the voices in our city. When we speak, we represent all of Chicago.
Unapologetic
We are who we are. And while we're not perfect, we're always Chicago. We are confident and bold but always shoot you straight and tell it like it is.
Entertaining
Nobody tells a story or a joke like Chicago. We're the friend you want to hang out with—always a great time, always discovering something new about them.
Optimistic
We don't get down, we get going. We've been through fires and floods, winters and losing streaks. We are eternal optimists. We are a breath of fresh air to negativity.
Proud
We are the biggest champions for everything Chicago. This is our city. It's our foundation. We want everyone to feel the love and loyalty we have for our city.
key messages
Key messages are messages you want your target audience to remember.
They express and extend from the brand pillars. They create meaning and headline the issues you want to discuss. They allow you to send consistent communications and drive relationships with your members and partners.
Overarching campaign messaging
Never Done. Never Outdone.
Chicago doesn’t back down, we find new ways through. Through fire and ice, we always come out stronger.
We stand on big shoulders, but we aren’t afraid to walk our own path.
We break curses and push boundaries, changing the course of history and the flow of rivers.
We are where hard work meets hope.
We are not survivors. We are thrivers.
When we build things, the world looks up.
locals
Chicago is where hard work meets hope. No one can outwork, outhink, or outdo Chicago.
North, South or West. Cubbies or Sox. We are a city of sides—often divided, but together united.
Our neighborhoods give us our style, our rhythm, and our soul. Each side tells our story and every block is a backbone.
We are innovators, creators, and change makers, quick to lift each other up and rally around our city.
Chicago will outwork and outdo anyone to honor the city that made us who we are.
Domestic Visitors
Established in 1837 and every day since.
If you haven’t been to Chicago recently then you don’t know what you’re missing.
Everyone knows Chicago—the iconic buildings, the teams, The Mag Mile, and the deep-dish pizza. But that’s an old story about Chicago.
Come experience what a city that’s never outdone [tastes, feels, sounds, looks] like.
Chicago doesn’t just welcome you—it transforms you.
A city of dreamers and doers with a place for everyone—come find yours.
international Visitors
Here, every visitor inspires us to set new standards and keep raising them.
Chicago was built by staying open to new people, new ideas, and new challenges.
With open minds and open hearts, Chicago is ready to welcome the world.
We strive to create space for you to be you.
Our history is renowned. Our future is unstoppable.
Come experience what a city that’s never outdone [tastes, feels, sounds, looks] like.
meetings
A city of open minds and open hearts, Chicago will welcome your attendees and outdo their expectations.
Host your event in the city of big dreamers and even bigger doers.
We thrive on creativity, innovation, and never being satisfied.
Bring your team to a city that redefines what’s possible.
Our venues inspire, our service sets the bar, our city never settles.
messaging architecture
boilerplate
Think of this as your mission. Your ‘About Choose Chicago’ and some flavor all wrapped up together in a convenient elevator pitch.
Longer version (413 Characters)
Choose Chicago is the official destination marketing organization for Chicago, Illinois—the city that’s never done and never outdone. Our mission is to enrich our community by attracting meetings, events, and leisure travelers to Chicago. We do this by celebrating the story of our people and amplifying how the welcoming spirit and work ethic of our city means a more transformative experience for all who visit.
Shorter version (238 Characters)
Choose Chicago is the official destination marketing organization for Chicago, Illinois—the city that’s never done and never outdone. Our mission is to enrich our community by attracting meetings, events, and leisure travelers to Chicago.
in summary
Mission
To enrich our community by attracting meetings, events, and leisure travelers
Brand position
To those who are true to themselves. Chicago is where hard work meets hope. With our tenacity, creativity, and relentless loyalty, we push forward and never settle. Together we create space where you can be yourself and change the world.
Tagline
Never Done. Never Outdone.
Brand pillars
• Original
• Bold
• Open-minded
• Community
• Real
all for the love of chicago
All For The Love of Chicago is about taking back our city’s story. Too often, others try to define who we are — but only we know the real Chicago.
This initiative calls on everyone who loves this city to share their unapologetic, bold, and unfiltered stories: why we love it, what it means, and the lasting effect it leaves behind. Together, we’ll flood the feeds and reach the masses with the story only we can tell.
Want to get involved? Record a video or post a photo about why you love Chicago. Post and tag @allfortheloveofchicago on Instagram, TikTok, or Youtube. Or easily share your video or photo through our online submissions portal.
best big city - 9 years in a row
Choose Chicago is thrilled to announce that Chicago has once again earned the title of Best Big City in the U.S. for an astonishing ninth consecutive year. This remarkable achievement reaffirms the enduring appeal of Chicago – the city that’s Never Done and Never Outdone.
The prestigious award is voted on each year by discerning Condé Nast Traveler readers during the Readers’ Choice Awards, the industry’s longest-running and most trusted awards program.
This year, over 757,000 travelers from around the world cast their votes and crowned Chicago the nation’s Best Big City. Voters were asked about their previous experiences in Chicago, including their ratings of the city’s culture, attractions, hospitality, and more.
Meeting & Convention Sales Marketing Resources
Sales Resources
Here you'll find a handful of resources to support sales pitches and communications with clients or prospective clients.
Attendance Building Resources
Use these resources to promote Chicago to current clients to help them build attendance and excitement around their event.
© 2025 Choose Chicago. All rights reserved.