TourismOhio and HOMAGE Team Up to Launch Retro 'Ohio, The Heart of it All' T-Shirt

(COLUMBUS, Ohio) - What's old is cool again: TourismOhio and Ohio-based HOMAGE are teaming up to celebrate state pride, nostalgia, and the power of place with the launch of a new retro t-shirt featuring the iconic "Ohio, The Heart of it All" logo. The vintage-inspired design brings back the classic logo that originally helped define the Buckeye State's brand from 1984-2001.

The retro design is a nod to Ohio's rich branding legacy and a fresh expression of the state's renewed identity. Since reintroducing "Ohio, The Heart of it All" in 2023, TourismOhio has been working to expand the reach of the brand and deepen its emotional connection with residents and visitors alike. This collaboration with HOMAGE is the latest step in that journey-introducing the brand to a new generation of consumers through the lens of storytelling, design, and shared pride.

"Ohio isn't just where we live-it's who we are," said Sarah Wickham, State Tourism Director. "Tourism touches every corner of our state. From local restaurants and hotels to restored theatres, ballparks, and family-owned shops, it supports thousands of small businesses and helps make our communities more vibrant and welcoming for visitors and residents. We're thrilled to see the Heart of it All brand continue to resonate and reach new audiences."

Tourism is one of Ohio's largest employment sectors and plays a central role in shaping thriving downtowns and lively public spaces. HOMAGE, known for its vintage aesthetic and Ohio roots, is the perfect partner to help tell this story in a way that blends style with state pride.

"As an Ohio-born brand, we've always believed in telling stories that matter-and Ohio's story is one of grit, generosity, and great pride," said HOMAGE founder and CEO Ryan Vesler. "We're proud to collaborate with TourismOhio on a design that honors the past while embracing the energy and opportunity of Ohio today."

In recognition of the importance of tourism to Ohio's growth and vitality, 10 percent of sales from the shirt will support TourismOhio's mission to promote the state as the best place to live, learn, work, and visit.

The shirt is available now through HOMAGE retail and online platforms.

Operating within Ohio's Department of Development, TourismOhio works to showcase all Ohio has to offer as a place of adventure, a place of promise, and the place for you.

The Ohio Department of Development empowers communities to succeed by investing in Ohio's people, places, and businesses. Learn more about our work at development.ohio.gov.

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For Immediate Release:
June 14, 2025

For more information, contact: Mason Waldvogel Mason.Waldvogel@development.ohio.gov