OHIO — "The Heart of it All" signs are slowly popping up around the state, replacing outdated signage at entry points to Ohio.

Gov. Mike DeWine and the Ohio Department of Development announced the reimagined state brand on May 10 during Ohio Tourism Day. This is the second round of the phrase being used. The tagline was Ohio's tourism slogan between 1984 to 2001.

“There is endless fun, excitement, joy and adventure here in Ohio, but our state is more than just a travel destination,” said DeWine. “There is no better place to live, learn, work and play, and now, everyone who crosses into Ohio will know that they're entering the Heart of it All."

A total of 36 new signs were made by the Ohio Department of Transportation Sign Shop in Columbus, and they cost $59,990.

“Each letter, each element is put on by hand by our employees, piece-by-piece, letter-by-letter,” said ODOT Sign Shop Administrator Joshua Wilson. The ODOT Sign Shop manufactures nearly 100,000 signs each year.

The signs will be installed by both ODOT crews and contractors. The largest sign measures more than 40-feet wide and will hang on the arch spanning I-70 at the Indiana border in Preble County.

“These signs act as a welcome mat, inviting visitors in and greeting residents coming home,” said State Tourism Director Sarah Wickham. “We want them to be beautiful and to represent our state’s pride, setting the tone for what you can expect during your time in our great state.”

In 2022, visitors spent $53 billion, a 13% increase from 2021. The state recorded 233 million visits last year, including 47 million overnight stays. 

The goal is for the new signs to go up by December.

Visitor spending hit $53 billion in Ohio last year, a 13 percent increase over 2021. The state recorded 233 million visits in 2022, including 47 million overnight stays.