New identity for Discover Ireland

Consumer travel brand Discover Ireland is getting a new identity, by Irish consultancy Designworks, which will be applied across Ireland in coming months.

Spearheading the country’s ‘largest-ever’ domestic tourism push, the branding is a bid to challenge people’s preconceptions of what is available in Ireland and to encourage them to discover the country.

The logos have been commissioned by Ireland’s national tourism development authority, Fáilte Ireland, and will be replacing the previously used Ireland.ie identity.

Working on the project are Designworks creative director Rocky Grennell and senior designer Robert Chivers, in collaboration with independent brand consultant Martin Gaffney and Brand Engine consultant Mark Sobczyk.

Grennell says, ‘During the concept development stage it became clear that a marque that tried to capture an essence of everything was not going to work, so we designed logos that would legibly organise and unify, not illustrate.’

The Discover Ireland symbol is being applied to the website, print media, trade show and promotional stands and uniforms, and will also be appearing on Fáilte Ireland merchandise, including T-shirts.

Rolling out across five new Discover Ireland tourist offices, the logo will be displayed in Galway, Killarney, Mullingar, Waterford and Donegal.

Designworks won the tender last March in a pitch including more than ten consultancies. It had previously worked with Fáilte Ireland from 1997 on the tourism brand Ireland, the tourism Ireland corporate identity, the Ireland overseas marketing brand and Ireland West.

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