BTA prepares Britain brand

Real Time Studio’s “Britain brand” logo for the British Tourist Authority, intended to reflect the traditional along with the quirky, is due to launch on 22 September.

The images pictured are believed to be concepts by Real Time relating to its work on the branding job.

The group won the job in an unpaid creative pitch against Springpoint and one other unnamed consultancy (DW 23 May).

The BTA has published its guidelines to the characteristics of Britain in its booklet, Living Britain. The core values of the national brand, as researched by the BTA, form the basis for the Britain marque.

The new logo “reflects the core values of the traditional with the unconventional”, says BTA brand manager Gareth James.

Britain will act as the umbrella brand but can be combined with the brands of London, Scotland, England and Wales. Design guidelines will follow later in the year.