The St Helena Government (SHG) is pleased to announce that the “St Helena – A Breath of Fresh Air” destination logo has now been formally registered in the UK and locally.
The logo forms part of the Celebrating St Helena destination brand, managed by St Helena Government (SHG) and used by Tourism and Investment to share the island with the wider world. It expresses what makes St Helena distinctive as a place to live, learn, work, visit and invest.
The foundations of the brand are set out in the Celebrating St Helena booklet, which captures the community-defined identity of the island and the values that shape how St Helena is presented. The booklet can be viewed here:
https://www.sainthelena.gov.sh/documents/celebrating-st-helena-brand-booklet-2024-downsized/.
Registration means the logo is now legally protected. This helps ensure the brand is used consistently and with care, protecting the identity of St Helena, and helping build confidence among people discovering St Helena for the first time.
The updated version of the logo, which includes the ® symbol, will be introduced gradually across marketing materials. Digital platforms will be updated first, with printed materials transitioning over time as they are refreshed.
Over time, the registered version of the logo will be introduced through a structured licensing arrangement. This work also supports the development of brand accreditation pathways. These will recognise businesses and services that reflect the values and standards of the destination brand.
Existing informal use of the logo will continue while these frameworks are developed.
This milestone reflects a shared commitment to protecting and celebrating what makes St Helena special, so that the qualities valued today remain strong and recognisable for future generations.
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