From Nationwide to Neighborhood: Why U.S.-Shaped Logos Are Disappearing

Logos have always been a reflection of national identity, so it’s no surprise that tulips dominate logos in the Netherlands and kiwis are a staple in New Zealand branding. It helps connect with your potential customers by meeting them where they are. But in the U.S., the familiar outline of the continental states has almost vanished from logo design, dropping 88% since the 1960s. Back then, brands like National Trailways and United Van Lines proudly used the U.S. shape to advertise their coast-to-coast presence. Today, though, it seems the appeal of being “nationwide” has faded. With globalization normalizing international reach and consumers starting to lean more towards local authenticity, brands are leaning into regional pride instead. From state outlines to area codes, it’s all about repping your own backyard. In an era of artisanal goods and locally sourced everything, maybe being proudly local is the new way to be “nationwide.”