About the client: The Ministry of Tourism is a ministry of the Government of Haiti. This ministry is responsible for tourist attractions and accommodations for travelers, along with playing an integral role in the Prime Minister’s Cabinet.” (Wikipedia)
About Haiti: “The most common phrase in Haiti might surprise you. It’s ‘pa gen pwoblem,’ and it translates to ‘no have problem.’ Haitians use it in a dizzying array of contexts: responding to thank-yous, asserting well-being, filling awkward silences. Despite Haiti’s well-documented struggles, exacerbated lately by natural disasters, proud Haitians use the phrase sincerely, conveying an uncanny ability to live in the moment and appreciate what they do have, which is quite a lot. Tranquil beaches, tumbling waterfalls and pine-tree-capped mountains dot the varied and striking landscape, easily rivaling the natural beauty found anywhere else in the Caribbean. The world’s only successful slave rebellion happened here, and the music, art and culture that came with it make Haiti entirely unique. As those who come to assist Haiti often learn, an encounter with the soul of this fascinating, beautiful country often benefits a traveler just as much.” (Lonely Planet)
Haiti had a brand exclusively designed to attract and promote tourism. However, it needed a unique country brand that could change its international perception from an assisted country to a nation of economic opportunity.
"Forging solid opportunities" was developed as Haiti’s brand idea. This new strategic platform positioned the country as a source of opportunity that promotes ideas for positive economic and social development.
A brand identity was created based on iconic Haitian culture and concepts of its land and nature, that is connected to its people and promotes their culture to the world.
Along with the new logo developed in both Latin and Creole, a brand identity system was developed to transmit the artistic energy and cultural wealth of Haiti, through use of expressive and colourful brand elements and symbols that generate frames and forms for all communications.
Images (opinion after)
The old tourism logo was what you might expect, featuring an hibiscus, Haiti’s national flower, some vacation-y-looking lettering, and a sun. Not great but not terrible. The new logo not only replaces the tourism logo but also acts as the “country brand”, meaning it will be used for pretty much everything to present Haiti to the world and to represent Haiti locally to both tourists and locals, so it can’t be too much of a tourism logo. The approach of a wordmark that alludes to the local culture and its history is a good way to go and the result, if not “pretty” by logo standards, is unique, interesting, and, I assume, relevant. I say “assume” because in my very limited knowledge of Haiti I am unclear what the letterforms are referencing. I imagine it has to do with the Creole writing but unfortunately the project is presented very poorly by Futurebrand, without any visual or verbal explanation for the logo or the identity elements, which also seem interesting but, yeah, it’s hard to be excited by things that could or could not have a meaning. It also seems like two different teams did things, with one doing the logo and patterns in a loose, spirited way and another applying them in a very corporate, stiff way. The headlines with the bar backgrounds are so out of place and the color palette went from a cool, relevant red to a dark blue and some random bright colors. It’s too bad, because there is something interesting about the logo and patterns but something got derailed along the way and the case study only helps in making it more lackluster.
Thanks to Christos Joannides for the tip.