New, unified rebranding effort unveiled for McHenry County, highlighting nature theme: ‘McHenry County is wide open for business’

McHenry County officials have unveiled the results of a new, unified branding effort, tapping into themes that evoke elements of nature locally, such as rivers, streams and trails.

The county’s new brand identity is the result of a collaboration between McHenry County; Visit McHenry County, a nonprofit organization that promotes local tourism; and the McHenry County Economic Development Corporation. The groups worked with Pekin-based McDaniels Marketing, which is an experienced tourism branding firm, and the rebranding is meant to align the three entities and better promote the county as a destination to live, work and visit, according to a news release.

“As residents of McHenry County, surrounding ourselves with the best things life has to offer is something that just comes naturally to us,” Naturally McHenry County President and CEO Jaki Bergen said. “We’re thrilled to tell the world about this remarkable corner of Illinois with an identity that truly communicates the innate, welcoming sensation people feel when they’re here.”

Visit McHenry County now will be known as Naturally McHenry County, according to its website.

“In addition to being a superb location for businesses, McHenry County is an excellent location for people to put down roots and raise a family,” McHenry County Board Chairman Mike Buehler said. “We’re confident the new brand will inspire everyone to make the natural choice, the choice to work, play, and live right here, in McHenry County.”

The new logo includes the tagline “Wonderful Place – Wide Open Spaces” and was aimed at reflecting the county’s “natural beauty, strong agricultural roots and easygoing way of life,” according to the release.

“With this new brand, we’re excited to promote the fact that McHenry County is wide open for business,” McHenry County Economic Development Corporation President Jim McConoughey said in a statement. “McHenry County is notable for its proximity to major markets in Chicago, Rockford, and Milwaukee. Combine that geographic advantage with a wealth of available retail and industrial space and McHenry County is a prime destination for new businesses or those looking to expand.”