Belizean Tourist Board : Destination Belize

Step back into Belize.

Published On
Jan 10, 2013
Destination Belize

Editor's Pick

Check out the old identity for the country of Belize, and you're transported straight to the '80s, which figures since that's the last time the logo got an update--until recently. The country's tourism board tapped Olson to refresh its marque, and the agency crafted this gorgeous, modern take on the Belize identity.

Olson turned to Belize itself for inspiration--the circular forms found across the nation inspired the new typeface, while a local artist contributed his own take to the national bird, the toucan. In all, the identity brings a contemporary, yet classic vibe to represent tourism in Belize and harkens back to classic travel posters of the '60s (which, as design pieces tend to stand the test of time better than the stuff of recent years). The graphic forms are balanced out with textural brushstrokes, a nod to the handcraftsmanship of the country's artisans.

According to Olson Chief Creative Officer Dennis Ryan, "We wanted it to feel non-commercialized. A lot of times, tourist destinations try to create images that cater to the traveler, versus what the destination wants the traveler to experience." He adds that the agency's director of design, Joe Monnens "wanted the logo to feel modern yet timeless. And those travel posters were held up as an example of tourism promotion that felt authentic to the destination. From the outset, the intention was to lend it a more contemporary feel while harkening back to something longed for in our modern culture: things that are authentically crafted. Thus, the work to capture that hand-painted, brushstroke texture--something found all over the country of Belize."

Find out more of the agency's thinking behind the new Belize identity in the behind the scenes video.


Jan 11, 2013
Agency :
Chief Creative Officer :
Dennis Ryan
Director, Design :
Joe Monnens
Brand :
Belizean Tourist Board
Client :
Belizean Tourist Board
Executive Creative Director :
Mike Fetrow
Group Creative Director :
Bob Brihn
Group Creative Director :
David Fiedler
Creative Director :
Nicolas Will
Senior Designer :
Lindsey Wright
Art Buyer :
Mark Pakulski
Artist :
Isaiah Nicholas
Director, Print Production :
Irene Lockwood
Project Manager :
Trisha Sandau
Design Studio :
Studio MPLS

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