The Montana Department of Commerce is seeking public input on new “Welcome to Montana” highway sign designs, aligning with the state’s updated branding. Recently, Gov. Greg Gianforte and the Commerce Department introduced a refreshed brand featuring a new logo, color palette, and imagery, the first major change in over a decade. The department aims to reflect this new identity in the state’s highway signs to enhance the travel experience for visitors and residents alike.
Gov. Gianforte expressed enthusiasm, stating, “There’s no better feeling than crossing state lines back home to Montana. Our highway signs give our families, friends and visitors the warm welcome they deserve. I am excited to see what Montanans choose.” The public can choose from three proposed designs that incorporate the new branding elements and highlight Montana’s unique landscapes.
Mitch Staley, the state’s chief marketing officer, explained the choices: a design inspired by 1990s license plates, a version similar to pre-2014 welcome signs, and a fresh design showcasing Montana’s mountains and badlands. Staley remarked, “Commerce has opted to have one design for all state entrances for brand recognition and strength. We’re confident these signs will be as iconic as signs of the past.”
Voting for the new designs is open through Dec. 31, 2025, on the Commerce website. The Montana Department of Transportation plans to install the new signs next spring, considering the mountainous terrain of many border crossings. Currently, highway welcome signs feature a variety of wildlife and scenic views such as Glacier National Park and prairie lands.
