Tourism South East goes pop in Harrison & Co rebrand

Tourism South East will now be known as The Beautiful South, following a rebrand by Harrison & Co.

The consultancy was appointed last October, having been approached by the organisation which requested a credentials pitch. Chris Harrison, creative director at Harrison & Co, says he was briefed to create a public-facing identity using the title The Beautiful South. The organisation’s corporate name will remain Tourism South East.

The new name, which the organisation shares with a 1990s pop group, was not understood to be subject to copyright constraints. Nigel Smith, development director of Tourism South East, says, ‘We’re registering it as a trademark and trying to secure domain names at the moment.’
The hand-drawn identity has been created by the consultancy with help from lettering artist Carol Kemp. A palette of green, gold and blue has been applied to the identity, unveiled this week.

Advertisements, media supplements, brochures and a website will be changed to incorporate the new identity, which will appear in a series of campaigns. ‘It will sell the region,’ Smith says.

The consultancy has created guidelines for the identity, but Smith has not yet commissioned Harrison & Co, or any other groups, to appropriate it.

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  • Tim Hill November 30, -0001 at 12:00 am

    what were Tourism South East thinking when they came up with this new name and identity?!?!

    Sounds like a ‘campaign’ idea (and a poor one at that). I just hope this doesnt start a run of renaming launches from other regional tourism authorites! can you imagine….’the Nirvana North’?

  • Alex Rawlinson November 30, -0001 at 12:00 am

    I agree. A very dated look, could have been created in the early 90s.

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