The best and worst of the world’s tourism logos

Estimated reading time: 3 minutes

In 2013, the Economic Development Board of South Australia introduced a new brand identity to more or less unanimous mockery and derision. “A folded milk carton. A monopoly hotel. Hideously disappointing. Conservative and boring” declared one reporter.


South Australia’s new logo drew derisive remarks like, “Last one out, please shut the door”

The debacle got us interested in the whole world of “destination branding” and holy smoke, it is a weird, weird niche. Beyond the inherent strangeness in treating a location as a product to be branded (sometimes with its own tagline!—“Texas: It’s like a whole other country”), we found the existing logos for the world’s countries and cities to completely run the gamut in terms of “cool” factor and basic quality.

For example, Amsterdam’s logo with the 3 X’s (found all around the city) is way too cool for school. We wouldn’t expect to find a logo this severely minimal outside the world of indie pop music, let alone in tourism. But it is balanced with the city’s “I AMsterdam” branding, which is a pleasing logo for any tourist:
The Amsterdam tourism logo is stark and sleek.
The logo for the US state of Wisconsin, by contrast, is one of the dorkiest things we’ve ever seen:
Nothing says “fun” like the silhouette of an upside-down child
And this abstract design for the English town of Burnley? Truly beyond words:
It is hard to imagine this computer-generated rubberband ball-type-thing represents the character of small town Burnley
That’s just the tip of the iceberg. Without further adieu, the best and worst of the world’s destination logos.

The Best


A striking, versatile mark for London’s central Victoria district


The US city of Philadelphia takes a minimal approach, the beauty of which shines in its endless implementations


The crystalline, mathematical look of Melbourne’s logo has become the holy grail of destination branding


São Paolo’s logo is bright, inviting and legible without being generic


Egypt’s logo is youthful, relaxed and seamlessly works in some traditional symbolism


Peru’s logo likewise incorporates a cultural motif to produce a distinctive brand mark


This rich mining area on the border of Germany and the Czech Republic selected a fantastic logo that is anything but provincial


Finland’s logo is memorably abstract and incorporates gorgeous color


Odessa’s simple anchor logo references its defining location on the coast of the Black Sea and is paired with a beautiful typeface


A star and playful brogue pattern nicely convey the character of this trendy district within the US capitol

The Worst


Hard to imagine it getting more basic than this. 


That “T” looks like a number of things, none of which are the Italian peninsula. Add some awful upper/lower case mixing and you get a real disaster


That abstract mark in the national colors just doesn’t quite say inviting


The Hague, one of Holland’s most beautiful areas, is not well represented by this crude kite design


Korea may be sparkling. This logo certainly is not


Switzerland’s logo might just take the cake, with its combination of that weird golden starfish and the mystifying phrase “get natural”


I need Spain’s logo is a mix of too many different styles and fonts, making it hard to know where to focus.

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Author: Alex Bigman