The brand colors are inspired by the wheat and grass fields that are so distinctive of the American prairie. The logo is a partial sunflower, referencing Kansas’ state flower, but it also resembles a shuttlecock—an image that has become forever associated with Kansas City because of the iconic sculptures at KC’s Nelson-Atkins Museum of Art. I wanted imagery of the Midwest to be at the forefront of this branding, and I worked to evoke Heartland sentiments that would turn a fly-over state into a fly-to state.