Jamaica Tourism Identity

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Jamaica Tourism
Branding & Corporate Identity

I must confess: I didn’t know much about Jamaica when I started this project. When asked to name a few things about the Caribbean island, I came up with this:

Thus, some research would be necessary.

I had a lot of things wrong about Jamaica. Jamaica isn’t just a resort island for a relaxing getaway; it’s an island full of culture and bold, lively people doing things. This is the island that consistently excels in track and field competitions. This is the island where punk rock was born. And yes, this is indeed the island which did send a bobsled team to the Olympics. It's an island full of action, and it needs an identity to capture that. Those looking for a peaceful, relaxing vacation know they can pick any Caribbean island and have a great time. Jamaica is different.

Taking inspiration from the shape of the island itself, the logo captures the bold culture of its people. Sure, you can have a quiet weekend on the beach if you want it — but why not get out there and watch a game of cricket, try some jerk chicken, or go parasailing? As the Beach Boys said, “that’s where you want to go.”

Corporate Communication

Official Business. Business card, letterhead, mailing envelope.

Letterhead

Business card (front)

Envelope (front)

Detail of letterhead & envelope.

Detail of address block at the bottom of the letterhead.

Business cards.

Standards Manual. See the complete manual here.

Extending The Brand

Baywatch. More than just a logo for tourism, the identity can be the face of Jamaica for both citizens and tourists alike.

A Mark of Distinction. A symbol certifying the origin of a product stands for pride, quality, and passion for both producers and consumers alike. For those who have been to Jamaica, it reminds them of the experience they had. And for those who haven’t yet been, it serves as an advertisement — another reminder to visit Jamaica someday.

If I do say so myself, it's a brilliant identity. It's dynamic, it's unconventional, and it's just as bold as Jamaica's culture. It's inviting. And it's still a work in progress; there's many other possible applications that I've just barely touched on.

Jamaica, if you're out there, I'd be happy to trade this identity for a week's stay at one of your lovely resorts!