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Visit Malaysia 2020 logo: Dominic Mason shares his views on the new look

19 September 2019 2 min read

Malaysia deserves better. Since the first Visit Malaysia logo in 1990, destination branding for countries and cities has evolved to include dynamic brand identity systems that signal diverse experiences. Tourism Malaysia’s 2020 logo is a collage of elements that lacks a big idea. The symptoms are easy to spot.

The tenuous post-rationalisation of desired symbolism will be lost on foreign audiences

The abundance of nature comes through, but it’s wishful thinking on the part of Tourism Malaysia for “the celebration of cultural diversity”, “the unique flavours of Malaysian cuisine”, “the year-round sunshine” to be inferred from this brightly coloured bird logo.

Then there’s the English-gone-wrong tagline – “Visit Truly Asia Malaysia”. Asia is truly more than a bird park. What went wrong? Running a public competition for this particular logo and using an in-house design team for the previous version is not best practice destination branding.

Whatever costs Tourism Malaysia feels have been saved in taking this approach have since multiplied in terms of negative publicity. Finally, Tourism Malaysia has missed a trick in implementation. With a little more creativity and far greater impact, the hornbill’s beak could adorn an aircraft’s entire nose rather than be a virtually indistinguishable badge under the cockpit.

Click here to read the full article written by and originally featured in Marketing Interactive.

Dominic Mason
Managing Director, Southeast Asia
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