Lord Howe Island has unveiled its new brand identity, reflecting the enduring appeal of its natural treasures, grounded rhythms, and five-star moments.
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Encompassing a logo, tagline and visual identity, the new brand reflects the deeply-held values of the island’s resident community, while speaking to its diverse tourism market.
The core of the new brand – “Pure. Wild. Timeless.” – invites visitors to Lord Howe Island to totally reconnect with what really truly matters – people, place and planet.
Less than two hours’ flight from Sydney, the UNESCO World Heritage-listed destination, which welcomes just 400 visitors at any one time, boasts the world’s southernmost coral reef, 11 pristine beaches, iconic day hikes, and unique outdoor activities.
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A destination of exceptional natural, cultural and scientific value, the island is a world-leading destination of sustainable tourism practices and regenerative visitor experiences.
Having welcomed visitors from all walks of life for more than 150 years, the island’s new brand look and feel draws its inspiration from the timelessness of the Lord Howe Island experience, and was developed with the input of a diverse range of stakeholders, including the Lord Howe Island Tourism Association, local community members and tourism operators, and marketing specialists.
“We’re proud to have captured what makes Lord Howe Island such an enduring and special destination,” said Lord Howe Island Tourism Association Committee Chair Stephen Sia.
“Every shape, colour and word deliberately, organically and authentically evokes a connection to place, telling the story of a place shaped not by what changes, but by what it’s always been.”
Created by Tasmania-based public relations, marketing and events agency Pax Mondo, a number of design elements have incorporated nods to the island’s heritage, including fonts from vintage stamps and tourist signage, and decades-old photographs of unchanged landscapes and timeless holiday moments.
Destination North Coast General Manager Michael Thurston said: “Lord Howe Island’s refreshed brand beautifully captures its pristine environment and distinctive culture. The team has created a brand identity that feels both authentic to the island’s values, and inspiring for the diverse visitor market drawn to experience this unique destination.”
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