The country of Belize, reimagined.

Belize needed a refresh, bad. After twenty-six years, the country's logo had finally run its course, appearing stale and outdated. We worked with Studio MPLS for a complete rebranding.  The final result of this collaboration was nothing short of exhilarating.

“In all, the identity brings a contemporary, yet classic vibe to represent tourism in Belize.” — AdAge


Finely-tuned typography

The graphic approach to the rebranding was strongly-influenced by the circle, a shape that consistently shows up across Belizian culture, wildlife, and natural landscapes. We worked hard to create a proprietary, unified logotype, and utilized the circle as a basis for customized details and elements within the letterforms.

The graphic approach to the rebranding was strongly-influenced by the circle, a shape that consistently shows up across Belizian culture, wildlife, and natural landscapes. We worked hard to create a proprietary, unified logotype, and utilized the circle as a basis for customized details and elements within the letterforms.

A toucan to match

Paying homage to the national bird of Belize, the new identity features a Keel-billed Toucan. The bird was designed by extracting creative inspiration from the circular crispness of the logotype itself, resulting in a final identity that performs cohesively and uniformly.

Paying homage to the national bird of Belize, the new identity features a Keel-billed Toucan. The bird was designed by extracting creative inspiration from the circular crispness of the logotype itself, resulting in a final identity that performs cohesively and uniformly.

The hand-painted touch

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Throughout Belize are innumerable and weathered hand painted signs. We adopted this cultural commonality for the logotype, to be used in certain applications. This application both enhances the depth of the brand and further connects the new designs to its home.

Throughout Belize are innumerable and weathered hand painted signs. We adopted this cultural commonality for the logotype, to be used in certain applications. This application both enhances the depth of the brand and further connects the new designs to its home.

The final mark

We arrived at a final identity that is bold yet welcoming, strong yet incredibly versatile. The identity, at its core, is compellingly Belizean, tying in the unique cultural strands that make Belize so intriguing to visitors around the world.

We arrived at a final identity that is bold yet welcoming, strong yet incredibly versatile. The identity, at its core, is compellingly Belizean, tying in the unique cultural strands that make Belize so intriguing to visitors around the world.


With a visual direction from the logotype and mark finalized, we designed secondary identities for the seven unique regions within Belize. These focused on natural, historical, and cultural aspects vital to each region. The challenge was to design a variety of unique icons that still connected to the circular forms of the identity.

A complete transformation

The new logo was as fresh and inviting as the old logo was tired and lifeless. This important design exercise was absolutely vital for increased relevance and reach for the Belizean Tourism Board. The visual results will all but ensure the vitality of Belize's leadership, distinctiveness, and novelty in the competitive landscape. The world also noticed, winning the 2013 One Show Design Merit Award

The new logo was as fresh and inviting as the old logo was tired and lifeless. This important design exercise was absolutely vital for increased relevance and reach for the Belizean Tourism Board. The visual results will all but ensure the vitality of Belize's leadership, distinctiveness, and novelty in the competitive landscape. The world also noticed, winning the 2013 One Show Design Merit Award


Team

GCD: David Fiedler

Design Director: Joe Monnens

Designer: Lindsey Wright

Design Studio: Studio Minneapolis


Awards

The One Show

Merit Award

 

Ad Fed's The Show

Silver Logo: Belize Logo

Bronze Poster Campaign: Belize Travel Posters