Lanzarote launches new branding

Lanzarote launched its new branding at the Jameos del Agua last month. The new logo and slogan will be present on all official materials from the Lanzarote Tourist Board.

Helen Lindes, the locally born model and former Miss Spain, hosted the launch event at the Jameos del Agua on Friday 3rd May, in front of 300 professionals from the tourist sector.

The logo is a radical change from previous versions, with a far cooler colour scheme than earlier logos such as César Manrique’s vivid red, yellow, and black sun design.

Composed of a chain of six interlinked diamond and triangle shapes whose colours reflect the ochre, cobalt blue, and sulphur yellow shades of the volcanoes, it is “a semifigurative interpretation of the angular, conical shapes of the island’s unrepeatable volcanic landscape”, according to the Cabildo.

The “modern, minimalist and very versatile” branding will also be adapted to Lanzarote’s five tourist sub-brands: Lanzarote Sports Destination, Lanzarote Convention Bureau, Lanzarote Music Festivals, Lanzarote Film Commission and Lanzarote Superyacht Destination.

But while the logo is new, the slogan – “Lanzarote – The Different Island” – echoes an older phrase – the famous “Spain is Different” slogan that accompanied the first wave of mass tourism in the 60s and 70s.

That slogan was intended to sell Spain as an exotic, exciting destination, and the adoption of a similar phrase by Lanzarote shows an intention to move away from the usual sun, sand, and sea image that the Canaries have used for decades.

This process has already been underway for several years, as Lanzarote traded on its status as a unique Biosphere Reserve, its transformation at the hands of César Manrique, and cultural attractions such as food, sporting events, and festivals.

Presenting the brand, Oswaldo Betancort, the President of Lanzarote’s Cabildo, underlined the “importance of this moment for Lanzarote.”

“Today, before you, we are defining a new course for our island,” he said, emphasizing the relevance of the new image of Lanzarote as a destination at a time of change and reflection.

“The new brand represents a bold step towards the future of Lanzarote, in line with the destination’s requalification project, focused on values such as sustainability and respect for the environment,” Betancort remarked.