A new name and brand for the World Tourism Organization: farewell to the acronym UNWTO, as the organization now adopts the name UN Tourism. This decision aims to more directly and accessibly reaffirm the entity’s identity as the specialized agency of the United Nations for tourism. The new designation leverages the well-known “UN” acronym, indicating authority, coupled with the word “tourism,” a concept that is simple and accessible to all.
Behind the name change is Interbrand, a globally leading branding agency tasked with designing the new visual identity and brand narrative. This narrative revolves around three key messages: the UN as a global altruistic organization, the concept of connection among humans worldwide, and the notion of proactivity and movement. Improving individual well-being, safeguarding the natural environment, stimulating economic progress, and promoting international harmony are indeed the key objectives that constitute the essence of UN Tourism, as highlighted by Zurab Pololikashvili, Secretary-General of UN Tourism.
Bringing the world closer
The transition from UNWTO to UN Tourism thus marks a new phase for the organization, aiming to be more modern, dynamic, and even closer to people. Borja Borrero, Executive Director of Interbrand, explained how “the new nomenclature offers several advantages, including simplicity, greater understanding, better readability, and memorability. It also serves to clarify the agency’s sphere of influence within the global tourism industry“.
The new symbol and tagline, “Bringing the world closer,” also reflect the new narrative, drawing inspiration from the concept of a Pangea shaping into a human figure in action. In addition to the symbol, the rebrand includes an overhaul of the entire visual system, now based on a grid of geographical coordinates to help people navigate the brand’s touchpoints, both offline and online, such as events, the website, reports, social media channels, and campaigns.
The new brand will be gradually implemented across all UN Tourism touchpoints in the coming months, starting with digital channels like the website, social media accounts, and newsletters, followed by physical spaces like offices and events, and elements such as reports and letterheads.
