Montana Opens Voting on New Highway Welcome Sign Design

HELENA, Mont. — Montanans can now vote on which design will welcome them home at state lines.

The Montana Department of Commerce opened voting this week for three highway sign designs inspired by the state’s new brand unveiled in May. Each design features different interpretations of Montana’s brand elements, including mountain silhouettes, sun motifs and the state name in varying styles.

Gov. Greg Gianforte and the Department of Commerce launched the new brand in May at the World Famous Miles City Bucking Horse Sale. The rebrand marked the first update to Montana’s state marketing identity in 16 years and emphasized storytelling about Montana residents rather than landscapes alone.

“There’s no better feeling than crossing state lines back home to Montana,” Gianforte said. “Our highway signs give our families, friends and visitors the warm welcome they deserve. I am excited to see what Montanans choose.”

The three sign design options are available for viewing and voting at visitmt.com/welcome-sign. Voting remains open until Dec. 31.

The current highway welcome signs were installed in 2014. According to the Department of Commerce, the new signs will be installed at state entry points in late spring 2026, pending weather and site access.

The May brand launch featured a 1968 Chevrolet C-10 truck decorated with the new brand design, which toured the state throughout the summer. The brand includes custom letterforms designed to echo Montana’s geography and topographic lines representing elevation and movement between past and present.

The Department of Commerce will use the new brand across tourism marketing, business attraction, international trade and the Made in Montana program.