Visit Britain
Branding the great experience of destination Great Britain.
Britain is composed of four nations; England, Scotland, Wales and Northern Ireland, offering tourists many distinct experiences. Destinations around the world had updated their brands and marketing campaigns, and with tourism contributing approximately 5% of Britain’s GDP the British Tourist Authority had to take action.
Challenge
There are few projects as prestigious as being asked to create a logo for your nation — it’s the design equivalent of representing your country in the FIFA World Cup. We were commissioned to create a strategy and identity which would promote tourism to the countries, counties, cities, towns and villages, and all the experiences and attractions they contain.
Solution
The Union Jack is one of the world’s most recognisable flags. We made it into a butterfly to suggest an up-beat, colourful image communicating the spirit of carefree tourism around Britain. The butterfly connects with the national flower of each country; the English rose; Welsh daffodil; Scottish thistle; and Northern Irish flax.
“
The identity was an amazing idea for promoting Britain to tourists.”
More work
