22 September 2020

New brand identity for discoverireland.ie

by Simon Richards

Discover Ireland is the consumer-facing brand of Fáilte Ireland, Ireland’s Tourism Development Authority. This familiar household name and brand identity had been in existence for many years, but it was time for Discover Ireland to be brought up to date and better represent Ireland’s tourism today.

Our task was to deliver meaningful change by re-establishing Discover Ireland as the only online destination for visitors seeking authentic experiences. For this well-known brand, we needed to ensure it was relevant to a domestic audience, impactful and distinct in a world of travel and tourism logos, and carried Discover Ireland’s personality and warmth into the digital domain. This was the definitive digital offering for holidaymakers looking to plan every aspect of a break, and the new brand needed to represent this in a contemporary, confident, and trustworthy manner in order to grow numbers and awareness. The brand also had to work as a B2B brand, working with established trade partners as a recognised brand that they respected.

Through our process of discovery, definition, and design we established creative territories exploring how a logotype can retain its sense of place through symbolism – in contrast to modern online brands which amplify simplicity over personality. Our solution was to draw inspiration from traditional Celtic letterforms and combine their authenticity and charm with a contemporary sans font to deliver on the objective of a forward-looking personality. This was partnered with a colour palette building on the familiar language of green for Ireland, with a brightness that encapsulates the fresh final identity of discoverireland.ie, perfectly adapting across the digital world.

“Just want to say thanks to you and the team for your work on Discover Ireland. I love the simplicity and craft in the final version”

Niall Tracey
Director of Marketing, Fáilte Ireland