Lt. Gov. Jay Dardenne recently presented the Louisiana Department of Culture, Recreation and Tourism’s new logo and tagline aimed at encouraging travel to the state.

Unveiled January 26 at the Louisiana Tourism Industry Summit, the logo and tagline were a true joint effort. The tagline, Pick your Passion, was created by Dardenne himself to conjure the rich variety of activities that Louisiana offers the leisure traveler. Peter Mayer’s artists then incorporated the tagline into a new logo designed to convey passion and excitement.

The new logo and tagline will debut in a full marketing campaign for Louisiana tourism that is currently being developed by Peter Mayer and scheduled for a spring launch.