The World Tourism Organization (UNWTO) has a new name and brand: UN Tourism. With the change, the United Nations specialized agency for tourism says it is reaffirming its status as “the global leader of tourism for development, driving social and economic change to ensure that people and planet are always centre stage.”
At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action. This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the “UN” signifying authority, and tourism, a simple and relatable concept for all.
Beyond the symbol, the rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns. This system unlocks a rich universe of elements including imagery, fonts, colours, and pictograms all designed to personalize social media campaigns, events, posts, and videos.
The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.
Borja Borrero, Executive Director of brand-makers Interbrand, said: “Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability. It also serves to clarify the agency’s sphere of influence within the global tourism industry. The new elements of the brand are the foundations of a distinct and proprietary image – one that is direct, relatable, and relevant for diverse audiences.”