The new identity is rooted in Gibraltar’s heritage and represents a move towards embracing the cultural heart of the destination.
The new visuals are just the beginning of Visit Gibraltar’s brand shift with a consumer-driven awareness campaign following this summer, featuring a full programme of trade visits to the region.
Moving away from the familiarity of ‘Gib’, the new logo now features the full picture of Gibraltar, including references to the destination’s nature and heritage shaded within the letters. The logo now features references to a Barbary macaque, Gibraltar Candytuft, the Rock, the Trinity Lighthouse and Admiral Lord Nelson, highlighting the destination’s British connection.
Advertisements will also accompany the rebrand rollout with the strapline ‘Where the Med Begins’, referring to Gibraltar’s strategic location. A media campaign will also take over Visit Gibraltar’s social channels under the hashtag #WheretheMedbegins.
Minister for Equality, Employment, Culture & Tourism, the Hon. Christian Santos, stated that he wants the narrative of the rebrand to “embody the fabric of our destination and our cultural identity” as the next chapter of Gibraltar’s tourism draws on ‘history, protected wildlife, the historic City and of course the people.”
The brand refresh forms part of a longer-term tourism strategy, encompassing product enhancement, infrastructure development and green initiatives.
