New name and contemporary logo reflect abundance of attractions in Lehigh Valley

LEHIGH VALLEY, Pa. (Tuesday, April 27, 2010) – Lehigh Valley Convention and Visitors Bureau, the designated tourist promotion agency of Lehigh and Northampton counties, has changed its name to “Discover Lehigh Valley” and has unveiled a new logo that better symbolizes the diverse, active and exciting opportunities that exist in the region for visitors. The new moniker and logo were unveiled at a news conference open to media, government officials and organization members.

“Discover Lehigh Valley presents us in a manner that better reflects the way Lehigh Valley has evolved and grown up over the past 25 years,” said Michael Stershic, president, Discover Lehigh Valley. “With every mention of our name, we are inviting people to come to Lehigh Valley and discover the wealth of attractions and destinations we have to offer.”

Discover Lehigh Valley’s new logo is a take off of the “Play” button, encompassing a triangular arrow within a circular button. This symbol suggests motion, play and action. The graphic points to the word “discover,” urging visitors to explore the abundance of attractions Lehigh Valley has to offer. The logo’s sans serif typeface is designed to be contemporary, yet timeless.

“We needed a brand that sounds and looks less like a bureau and more like an organization that’s progressive, passionate and proud of our region,” said Stershic. “That’s what we’ve accomplished. It gives us a great foundation moving forward.”

In addition to Discover Lehigh Valley’s new name and logo, a revamped website will be launched in the coming months. Both the current and upcoming websites will be available at

“This is the first step in several efforts we’re undertaking to make sure our marketing efforts reflect the way Lehigh Valley has progressed,” said Stershic. “We will be integrating this new name and logo into our marketing materials used to reach outlying areas to convince them we are a worthwhile destination.”

Created in 1984, Discover Lehigh Valley is a business membership-based organization comprised of 482 members. Discover Lehigh Valley is the primary engine promoting regional tourism, an industry that generates $1.2 billion in annual revenue and accounts for more than 26,000 jobs.

About Discover Lehigh Valley

Discover Lehigh Valley, formally Lehigh Valley Convention and Visitors Bureau, is the designated tourist promotion agency of Lehigh and Northampton counties. Its mission is to promote and develop Lehigh Valley as a leisure and business travel destination. For more information on Discover Lehigh Valley and its activities or to request a Lehigh Valley Map & Guide, call (800) 747-0561, or visit the official tourism website of Lehigh Valley at