Travel and destination brands operate in a complex environment. Not only do they compete within the world of travel, but also with many other categories that vie for our personal free and leisure time. This includes TV, movies, video, computer games, the comforts of home, recreational and leisure activities, family time, soccer, even shopping.
Before starting an identity project, it is essential that you analyze the competitive set and then determine what gives your brand distinction. Since the competition is so broad, its important that travel and destination brands understand where they fit so they can successfully stand out from all of their competitors.
Distinctive design can give a brand a unique presence and expression.
While a logo is only one component of a brand, it’s purpose can be thought of as a visual ambassador. The right logo will help create desire. It will have a point of view. And set the standard. It should represent a body of core ideas, yet rarely can it perform this task literally. The best logos imply meaning through representation and metaphor. They can take their form as wordmarks, or letterforms, as graphic symbols or a combination of words, letters and symbols. They range from the literal to the illustrative to the abstract.
With so many possibilities, shapes and personalities, how do you choose the right direction for your logo? In creating a successful travel or destination logo, we start by looking at the competitive environment and then consider three elements - shape, color and content. It is unrealistic to expect a logo to represent every detail of your brand. But having a good ambassador with a unique, authentic expression will serve your destination well for years to come.