Tourism Tonga
Unspoilt. Untouched. Unreal.
The Kingdom of Tonga is an archipelago comprising 176 islands scattered over 700,000 square kilometres of ocean in the South Pacific. Tourism Tonga approached Alpha State to review and redevelop their brandmark. The account grew to incorporate both print and online campaigns across the UK, USA, New Zealand and Australia. Plus a YouTube-like website and multimedia campaign for the 2011 Rugby World Cup calling for the world’s ‘Rugby Maddest Fan’.
The new Tourism Tonga identity captures the essence of this magical Polynesian kingdom. The symbol of the Royal Tongan Family crown sits at the heart of the new logo. We see the crest; the jewels; the head band of the crown. Then, by repeating the ‘Crown’ element, we create a circular ‘sun’ icon. This symbolises Tonga’s unique feature of being the first nation that sees the sun rise.
What’s more, the spaces between the segments resemble sun beams, radiating outward. Warmly welcoming the world. But, look deeper and you’ll see other things too: The dots and crests of each segment look like people linking hands; or boats; or waves; or islands; or beaches; or trees. It embraces all the elements of the real Polynesia… the magical Kingdom of Tonga.
The new Tourism Tonga identity captures the essence of this magical Polynesian kingdom. The symbol of the Royal Tongan Family crown sits at the heart of the new logo. We see the crest; the jewels; the head band of the crown. Then, by repeating the ‘Crown’ element, we create a circular ‘sun’ icon. This symbolises Tonga’s unique feature of being the first nation that sees the sun rise.
What’s more, the spaces between the segments resemble sun beams, radiating outward. Warmly welcoming the world. But, look deeper and you’ll see other things too: The dots and crests of each segment look like people linking hands; or boats; or waves; or islands; or beaches; or trees. It embraces all the elements of the real Polynesia… the magical Kingdom of Tonga.
