Identity update for Jersey by Coley Porter Bell

Coley Porter Bell has been appointed to redesign the identity for the Channel Island of Jersey and introduce a more up-to-date look to Jersey Tourism’s communications, to shake off its “Bergerac and senior citizens” image.

“It was felt the island’s existing marque and the tourist board’s promotional material was too corporate, dry and cold,” says Coley Porter Bell creative director Stephen Bell.

The consultancy has retained the structure of the Island of Jersey identity but introduced more neutral colours and typography. The aim is to make the marque more relevant and attractive to potential holiday-makers.

Coley Porter Bell is designing brand guidelines for use across brochures, leaflets, accommodation and eating guides.

The consultancy has undertaken research both on and off the Channel Island to discover the brand values attached to Jersey. These include the diversity of the island as a tourist destination and quirky details such as French-language signposts.