In our previous blogs, Christophe and I both stated that branding a destination isn’t just about the slogan. It is nevertheless a part of it that isn’t to be underestimated, for it plays an important role when it comes to remembering the product (or place in this case). Or would a logo be better for that job?
According to Peter Simone, ex-Senior Advisor of the Mekong Tourism Office, a logo is the most useful. Among his pro-logo arguments, there’s the complexity of slogans: DMO’s are trying to incorporate way too much of their destination’s features into it plus wordplays usually don’t translate well. He is also a big fan of the visual strength of logos, which he believes will make a longer lasting impression on customers.
I personally think logos and slogans are equally important in the representation of your destination. It is true that logos are universal and don’t need to be translated, but on the other hand I’m often more impressed by remarkable or clever taglines than by a nice drawing. What matters most to me is originality, simplicity and honesty, in words as well as in images.
Elien Van den Berge
http://tourism101.org/archives/26
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