Tenerife, one of the larger and more popular of the Canary Islands, launched a refreshed visual identity last week. It was created by Futurebrand Spain, who were also behind the original iteration of the identity, introduced in 2005.
Futurebrand worked on this project for over a year. The old tagline, "Enjoy it all", had become outdated and it replaced with "100% Life", conveying the fact that Tenerife's warm weather makes life enjoyable year-round. The 'vertex' symbol has been made more rounded and the letterforms are reworked for legibility. Colours and new imagery should "transmit the human values of experience and warmth" of both the island itself and those that life there.
This is part of Futurebrand's long-running relationship with the Canary Islands. In addition to the old Tenerife identity, they are also behind identities for the other islands and the island group as a whole.
"With the establishment of a new focus on the development of the work in order to get a simplification of processes and results, FutureBrand has tackled the project from the realization of a diagnosis to evaluate the existing gaps between the reality of the Island and the perception of its different targets. That has allowed them to detect the necessity of linking the new strategy to the warm, natural and human personality of Tenerife, identifying a strategic territory that picks up its values and communicate them with a new claim. “Tenerife 100% Life refers to the differential elements from the Island from a very emotional point of view”, says Cristina Vicedo.
This new brand promise materializes through the evolution of the existing corporate identity, obtaining as a result a new identity which transmits the warmth and vitality characterizing Tenerife. “This brand restyling preserves the original elements, providing more rounded features that provide a closer and more legible message to the brand, and a new colour range that is associated to the idea of warmth. The Teide subtle presence is a plus regarding to the previous brand and contribute to generate awareness of the Tenerife’s icon par excellence”, Fernando Carmona, Creative Director of FutureBrand added." - Futurebrand press release (translated from Spanish)