Developed in the fall of 2003, the O! campaign was specifically launched as the official brand of Omaha. A handful of community leaders who believed in the prospect of a new branding opportunity for Omaha were inspired by this simple, yet striking, symbol and contributed funds (Greater Omaha Chamber of Commerce, City of Omaha / Greater Omaha Convention and Visitors Bureau and the Peter Kiewit Foundation) in order that the campaign could be effectively implemented throughout the community.

In its simplest form, the O! symbol was created as a tool that Omahans could use to become more actively involved in promoting Omaha. It becomes a tool when a girl's softball team heads to Atlanta for a regional game and needs O! water bottles for giveaways or when a retired couple flies to China to meet the parents of an exchange student they have hosted and purchases O! pins and t-shirts.

However, this symbol, in just two short years, has become far more than just a mere symbol or tool. It has evolved into a symbol which represents the community's passion for progress. Likewise, it embodies and defines our excitement for what lies ahead.

This simple mark evokes all the things that are going right in this community. And residents, business leaders and community organizers would agree - the O! campaign has succeeded in accomplishing its original mission.