The South Pacific Tourism Organisation markets the islands of the southern Pacific Ocean to potential tourists. Although based on Fiji, the organisation is made up of eighteen government members. In October, the organisation revealed a new brand identity, created by Futurebrand.
Futurebrand set out to develop an identity that could be used by the organisation's diverse membership, while also thinking about how to sustain both tourism and the islands themselves. The new grid-based logos are inspired by weaving represent the diversity of the islands. It is supported by a set of bright colours and a human-centered imagery.
We created a vivid and versatile identity to connect all the island countries through their shared heritage of weaving, crafting a logo inspired by traditional weaving shapes and patterns that could also establish a dynamic grid structure to serve as the foundation for all the brand’s diverse communications. A tiered colour palette adds further breadth to the visual system, using strong and natural colours to show substance and credibility, whilst bright and rich colours – drawn from the arts, culture and natural environment of the Pacific – celebrate the diversity of the region. To add further meaning and differentiation, we created a tagline far removed from the stereotypes of sun, sea and sand that shifted the sentiment much closer towards the soulful spirit and welcoming nature of the region – “Ours is Yours.” - Futurebrand