The World Tourism Organization (WTO) today enters a new era with a renewed brand and the change of name to UN Tourism. As rebranding, the organization reaffirms its status as a specialized United Nations agency for tourism and global leader in the sector for development. Furthermore, it also reinforces its mission to drive social and economic change to ensure that people and the planet are always at the center of attention.
To achieve these objectives, the organization hired the services of Interbrand Global, which translated the renewed vision into a new visual identity and brand narrative. Check out the rebranding video.
The work of rebranding, in addition to the renaming, was meticulously crafted to align with the core mission and priorities of UN Tourism. This narrative revolves around three main messages: the UN as an altruistic global organization, the notion of connecting humans across the world, and the concept of proactivity and movement.
By moving away from acronyms, UN Tourism adopts a more accessible stance and capitalizes on its strengths: the UN, which means authority, and tourism, a simple and understandable concept for everyone.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid (Spain), and regional offices in Nara, Japan, Riyadh, Saudi Arabia, as well as future regional offices for the Americas and Africa . The organization’s priorities are centered on promoting tourism education, supporting decent jobs in the sector, promoting innovation and accelerating climate action and tourism sustainability.
As society progresses, the tourism sector, like many other sectors, needs to transform to serve as a catalyst for prosperity on a universal scale. Improving the well-being of individuals, safeguarding the natural environment, stimulating economic advancement and promoting international harmony are fundamental objectives that constitute the essence of UN Tourism. The organization takes on the role of boosting a sustainable force that is now central to many economies, says Zurab Pololikashvili, UN Secretary General of Tourism.
According to Borja Borrero, executive director of Interbrand., the brand’s new expression is not just limited to words and messages, but also expands into a reinvented visual discourse. UN Tourism has a new design language based on its symbol. Bringing the world closer is the new slogan that inspires the concept of a Pangia shaping a human figure in action. This drastic evolution of the globe’s ancient symbols reflects the organization’s emphasis on the dynamic nature of tourism and putting people first.
The transition from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, greater understanding, better readability and memorability. It also serves to clarify the agency’s sphere of influence in the global tourism industry. The brand’s new elements are the foundations of a distinct and proprietary image, which is direct, identifiable and relevant to different audiences, points out Borrero.
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