Creative Roots article.
'According to Brand USA, “The logo was designed to capture the American spirit and create a fresh new brand identity that welcomes the world to come experience the boundless possibilities in America. It is not about patriotism, flag waving or chest beating. It is meant to be welcoming, unexpected and inclusive. It celebrates the idea that no one thing defines the USA – but that each visitor interaction and each experience helps create the distinctly dynamic fabric of the American experience.'