UNWTO transitions to UN Tourism

New logo to emphasise “bringing the world closer”
/ New Delhi
UNWTO transitions to UN Tourism

Moving away from acronyms, UN Tourism adopts a more approachable stance

UNWTO has rebranded itself as UN Tourism and added a new representation symbol that inspires the concept of a Pangea shaping a human figure in action, which better aligns with its renewed brand vision.
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The United Nations World Tourism Organisation (UNWTO) has transitioned to UN Tourism with a renewed vision for tourism into a new visual identity and brand narrative. UN Tourism also has a new design language starting from its symbol.

According to a press statement by UN Tourism, it reaffirms its status as the United Nations’ specialised agency for tourism and the global leader of tourism for development and driving social and economic change to ensure that “people and planet” are always centrestage.

“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 organisation’s emphasis on the dynamic nature of tourism and on putting people first.

The statement adds that this involved rebranding from UNWTO to UN Tourism to seamlessly align with its central mission and priorities. This narrative pivots around three main messages, including the UN as a global altruistic organisation, the notion of connecting humans around the world and the concept of proactivity and movement.

UN Tourism says that by moving away from acronyms, UN Tourism adopts a more approachable stance and capitalises on its strengths: the “UN”, signifying authority, and tourism, a simple and relatable concept for all.

The statement adds that this change has been endorsed by the organisation’s membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.

UNWTO Secretary-General Zurab Pololikashvili

Zurab Pololikashvili

“As society progresses, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale. Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organisation takes on the role of driving a sustainable force that is now central to many economies,” says Zurab Pololikashvili, Secretary-General of UN Tourism.

Borja Borrero

Borja Borrero

“Transitioning from UNWTO to UN Tourism marks a significant new phase for the organisation. 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,” says Borja Borrero, Executive Director at Interbrand.

UN Tourism says that the new brand expression is not only limited to words and messages but also expands into a ‘reinvented visual discourse.’ 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 personalise social media campaigns, events, posts, and videos, UN Tourism says.

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