After two years of research, collaboration, and partnership between Visit Dallas, City of Dallas leaders, community stakeholders, local businesses, and actual Dallas residents, the Visit Dallas Brand Book came to life, with a new narrative and brand identity.

Colorful and bold, hard to ignore, like the city itself. The book is about how Dallas shares its powerful energy and welcoming authenticity wherever and whenever the story is told. A guide for how to see, speak, live and breathe Dallas to its fullest.