The Albuquerque International Balloon Fiesta brings hundreds of people to New Mexico to see the wonder of hundreds of hot air balloons lifting off into the sunrise every morning for a week. Dedicated balloonists from around the country come together for this week-long event. From a small gathering of 13 balloons in 1972, the Albuquerque International Balloon Fiesta has grown to become the largest balloon event in the world, bringing people to see its wonder and to spread the cultural heritage of New Mexico.

The Anasazi and Navajo cultural heritage of New Mexico is the main focus of the new identities design. Its purpose is to focus back on the community, to bring light to the artisans that still sell their wares at the festival and to enlighten others on the history of the land.