The Kingdom of Bhutan has been one of the world’s most reclusive nations until quite recently. The city’s newfound willingness to welcome tourists has done wonders for its reputation. Even though Bhutan was closed to visitors during the Covid-19 era, the kingdom is now again accepting of tourists because to a refreshed national brand and a revised tourism strategy.
The Bhutanese government’s Department of Tourism announced a few days ago that the country will be launching a new national brand that would reflect the country’s progress and its people’s positive outlook on the future. The new look of the country is meant to inspire both natives and foreigners.
The “Bhutan Believe” brand idea will be introduced to the world in the realm of tourism initially. The rest of the government will eventually follow suit. It is also intended to incorporate this idea into the aesthetics of government-run websites, postage stamps, and holiday festivities.
Bhutan’s new visual identity is a contemporary take on the country’s rich history, and it is widely regarded as an integral aspect of the national brand by the country’s tourist authorities. Its colour scheme is derived from the Bhutanese flag’s primary colours of yellow and red, with additional hues taken from elements found in the surrounding environment: ceder green for the country’s forested 70% of its landmass, blue for the national flower, the meconopsis, or Himalayan blue poppy, and delicate black for the ash from the bonfires lit by Bhutanese shepherds all over the country.
A new graphical identity was developed using these hues, drawing inspiration from classic Bhutanese imagery revolving around religious and mythological beasts.
The new Bhutanese tourism strategy is seen as part of the nation’s development that also involves alterations to the country’s educational and financial systems and its government. These developments are made with the hope that they will provide new doors of possibility for individuals living now and in the future.
Eleven years ago, Bhutan launched its first tourist brand. The blue poppy became a symbol of the brand. The nation has finally abandoned its floral style in favour of a simple wordmark. The bold, confident, and forward-looking character of the country is reflected in the logo’s clean, contemporary design. The insignia was designed to look its best in a variety of contexts and sizes.
