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.