Hoping to attract more visitors, the French government has decided to re-brand its tourism logo along with a new tagline. This romantic country is the world’s number 1 travel destination with more than 82 million visitors in 2007. However, its popular spots like Eiffel Tower, French Riviera, and vineyards were not enough to convert visits to tourism revenue.
The new wistful logo features a woman molded in the image of Marianne, a national symbol of the French Republic, and a tagline “Rendez-vous en France”. The French government hopes that this logo redesign will help highlight the three traits supposedly unique to this country:
1. Liberty: independence, creativity, imagination, boldness, spontaneity, a multitude of possibilities
2. Authenticity: history, heritage, culture, nature
3. Sensuality: pleasure, epicureanism, romance, intensity, passion, femininity
Clearly, this is a dramatic improvement to the old boring logo design (reminds me of airline logos). This classy logo design with a feminine touch has captured the essence and ambiance of French life – chic and romantic.
Most importantly, this re-branding must carry improvements on the tourism. Otherwise, it will be a big waste of money and effort. In this case, it means faster visa processing, cheaper airline service, and even amendments on employment laws such as seasonal employments for visitors who wish stay longer in the country.
