The Maldives Marketing and PR Corporation (MMPRC) has revealed the country’s new tourism slogan and logo, after over a year-long consultation and design process, involving industry and government.

The new slogan is ‘Maldives – Always Natural’, which is accompanied by a logo highlighting the country’s unique natural characteristics.

“The slogan and logo are designed to underscore the outstanding natural beauty of the Maldives, which tourists from all segments of the market consistently rate as one of their main reasons for visiting the country,” said MMPRC chairperson Thoyyib Mohamed.

The slogan and logo’s environmental theme is also designed to support the Maldives’ fishing industry: sustainable, pole and line caught tuna is the country’s second biggest export, after tourism. Dozens of tourism industry stakeholders were consulted, as well as the general public, before the final slogan and logo were designed.

The slogan and logo were formally approved during today’s cabinet meeting, which was chaired by President Nasheed.

“The previous slogan was over 11 years old and we believe the new slogan and logo better represents the Maldives of today, as well as tomorrow,” said Simon Hawkins, managing director of the MMPRC.

The MMPRC commissioned an open tender for a private company to investigate, research, design and create the slogan and logo.

This tender was won by QUO KEEN of Bangkok and London.

David Keen, chief executive of QUO KEEN said: “We have created a brand that stands for the Maldivian people, for tourism and for all of industry.

“The slogan Always Natural talks to the people of the Maldives, to sustainability and to the ultimate tourism experience.