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Aruba Launches New Campaign With Fresh Logo, Familiar Tagline

September 22, 2010 By: Joe Pike

The Aruba Tourism Authority recently announced the launch of a new global branding campaign for the country, which includes a redesigned logo and the re-launch of the “One happy island” tagline.

The new branding will be introduced in the U.S. through a new advertising campaign titled “Aruba Uncovered,” which will include print, TV, online and out of home ads, and is slated to launch September 27.

The heart of Aruba’s new brand identity is its new logotype, which includes new typography, colors and imagery; and has at its core symbol the red compass rose from Aruba’s national flag, representing the national pride of the island. The placement of bold letters in the logo aim to reflect a playful attitude, while the colors aim to echo the island’s natural environment.

Another key aspect of the new branding is the re-launch of the “One happy island” tagline, which had previously been used as Aruba’s official slogan for decades. The tagline still holds a strong identification with the local community on the island, and has been used as the inscription on Aruba license plates for many years. Highly recognized by visitors from across the world, the tagline will now be officially used in all marketing initiatives worldwide, as a bold and contemporary central theme for promoting the country.

All aspects of the new brand identity were developed by The Partners, a New York-based company specializing in brand strategy and design.


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