The purpose of a brand is to differentiate one product from its competitors, to provoke beliefs and emotions, and prompt behaviours in consumers (Morgan et al., 2011). A successful brand can instil a sense of value and performance to a product, and can be used to generate those social and emotional values for new products.
One of the most important components of a brand is its logo, as this provides a visual identifier for the product or company. A logo is a mark which conveys meaning about the product it represents. It must be simple enough that it can be easily reproduced, however the process of inventing the logo is often a lengthy one, as the logo gives form to “abstract values, concepts and attitudes in a single mark” (Glickfield, 2010, p. 27).
One city which has recently risen in prominence as a tourist destination and place of business is Abu Dhabi, the capital of the United Arab Emirates. Prior to the launch of the Abu Dhabi brand in 2007, the city suffered from low global awareness in the majority of markets that the city was expanding into (Morgan et al., 2011). Every element of Abu Dhabi’s brand logo was carefully considered, the font and the logo itself communicate the city’s Arab background, the colours reflect the city’s heritage and landscape, and the shape of the logo is inspired by the iconic red sail of Abu Dhabi (Our Abu Dhabi, n. d.).
While the branding efforts of Abu Dhabi in 2007 were to create a new brand to increase global awareness, other places have chosen to rebrand themselves. In 2013 the state of Colorado launched an online campaign to rebrand the state called Making Colorado, where all residents of Colorado could submit their thoughts, opinions and creative ideas for review (Colorado Office of Economic Development and International Trade, 2016).
The driving force behind the Making Colorado campaign was due to the fact that the existing logo, a red C surrounding a golden circle, was part of the state’s official flag and as a result it was part of the public domain and could be used for any purpose and in any way (Medina, 2013). The creation of a new logo for the state would allow the state to retain control over its use. The outcome of the Making Colorado campaign is a triangular green and white design which was inspired by the state’s alpine-themed license plates. The design includes a silhouette of a snowy mountain peak, and the state’s abbreviation “CO”. The new logo invokes images of snow-capped mountains and pine trees, and this message of the state’s natural beauty is also reinforced with the state’s new logo “It’s our nature”.
Both Abu Dhabi’s and Colorado’s new logos are very effective at communicating a lot of information in a single mark. Logo design is not just a matter of creating something which represents a product, but it also needs “to communicate an ethos rather than represent something figurative or literal” (Glickfield, 2010, p. 27). This can only be done with consultation with stakeholders, research into the history, demographics, and geographical attributes of the area, and a clear understanding of the message the tourism body or government wishes to portray.
Colorado Office of Economic Development and International Trade. (2016). What Makes Colorado Colorado? State Launches Inclusive Branding Initiative. Retrieved from https://choosecolorado.com/what-makes-colorado-colorado-state-launches-inclusive-branding-initiative/
Glickfeld, E. (2010). On logophobia. Meanjin, 69(3), 26-32.
Medina, S. (2013). Rocky Start? Colorado Adopts A New State Logo, With A Few Bumps. Retrieved from https://www.fastcodesign.com/3017119/rocky-start-colorado-adopts-a-new-state-logo-with-a-few-bumps
Morgan, N., Pritchard, A., & Pride, R. (2011). Destination brands. Retrieved from http://ebookcentral.proquest.com.ezproxy.lib.swin.edu.au.
Our Abu Dhabi. (n.d.). Our Brand. Retrieved from http://ourabudhabi.ae/en/our-brand.html.