Dominica adds new tourism logo to give it 'bolder identity'

Dominica’s Ministry of Tourism and the Discover Dominica Authority unveiled a new destination brand identity to position the country as a competitive tourism destination in the global tourism market.

“As part of our brand evolution, we have been working towards establishing a bolder identity for Dominica,” said Denise Charles, tourism minister.

“Dominica is frequently confused with the Dominican Republic, so we needed to create a distinction in the minds of potential visitors. A global study revealed that changing the logo would help Dominica stand out.”

The previous logo had been used for many years, but it was difficult to discern what it represented. The new logo can be clearly identified and better reflects Dominica as a unique and desirable Caribbean destination, according to Charles.

The various shades of green depict the island’s lush landscape; the purple accent color represents Dominica’s Sisserou parrot, and the vibrant red accent connotes the destination’s Creole culture and Kalinago indigenous heritage.

The logo will appear on marketing materials, Dominica’s official website and other collateral in the coming weeks.

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