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Page added on October 25, 2011

Maldives rebranded as ‘always natural’

Maldives rebranded as ‘always natural’ thumbnail

The Maldives has been officially rebranded with a new marketing slogan, ‘always natural’, and a fingerprint logo consisting of islands, corals, turtles, sharks and herons that transitions from blue to green.

The objective, said CEO David Keen of agency Quo, was to create a brand “in which Maldivians around the world can be proud.”

Speaking at the unveiling of the rebranding at the The Maldives Marketing and PR Corporation (MMPRC) today, Keen said the brand “should talk to the Maldivian people, about industry, sustainability and environmental challenges and successes the Maldives has had.”

“The slogan ‘always natural’ emphasises the huge influence the natural world has on the Maldives,” Keen added.

The new logo and slogan replace the Maldives’ existing 11 year-old branding, ‘The Sunny Side of Life’.

“The old tag line was more targeted towards the tourism industry,” said State Minister for Tourism, Thoyyib Mohamed Waheed, explaining that the new branding broadened the brand to attract investment in industries such as energy and fisheries.

The former national branding targeted tourism

“The last slogan was great for the European market,” added Managing Director of the MMPRC, Simon Hawkins, as visitors from countries such as the UK considered the sun a key drawcard. “But the number one market is now the Chinese, who don’t like the sun [as much]. We have to adapt to the market.”

Keen noted that the broader national branding would allow cross-marketing opportunities, such as stamping the logo on Maldivian products such as tins of tuna.

“A can of Maldivian tuna sold in Marks&Spencer or Waitrose is reaching exactly the market we need to reach for tourism,” added Hawkins.

The new branding was approved by the Cabinet today.

The Tourism Ministry has meanwhile published figures revealing an almost 15 percent increase in tourist arrivals in September 2011, compared to the previous year, and a 17.7 percent increase in arrivals for the first nine months of the year.

Tourist arrivals from traditional European tourism markets for the Maldives dropped in September, including the UK (10.3 percent) and Italty (16.6 percent). Chinese arrivals meanwhile increase 54 percent.

Visitors stayed an average seven nights in the country’s 24,480 beds, while the average occupancy rate was 71.5 percent across the country.

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72 Comments on "Maldives rebranded as ‘always natural’"

  1. Photography is haram on Tue, 25th Oct 2011 7:46 PM 

    I didn’t know the Maldives was a company…

  2. Tourist on Tue, 25th Oct 2011 8:03 PM 

    If the Chinese don’t like the sun why are they coming, that’s about the dumbest answer I ever heard for a guy making tons of money for coming up with two words.

    This was just an excuse for people to stamp their own authority on something that was perfectly good anyway.

    You don’t see Coke suddenly becoming the ‘Unreal Thing’ or Dhiraagu saying ‘It’s difficult Dho’

    Just as well we have nothing else to spend our billions on like the odd hospital or college!

  3. Sun worshipper on Tue, 25th Oct 2011 8:15 PM 

    We make our money on the facade created by people from elsewhere mainly anyway. What is natural about a falsely manicured island built with timber from Sri Lanka and Indonesia, staffed mainly from everywhere but Maldives. They serve food imported from who knows where and just about every thing you can mention is false even the desalinated bottled water, often from other countries too.

    Of course there is nothing wrong with any of that until you describe it as ‘always natural’ which is in fact simply not true.

    Sorry but I am proud to live in and follow ‘The Sunny Side of Life’ which in my opinion was an honest description of the country I live in and love deeply.

  4. really? on Tue, 25th Oct 2011 8:34 PM 

    Are the foods organic? are resorts buit using local material if not brought from china. and how natural is the concrete Male with no trees and it’s signature artificial beach

    the logo theme does not sound sincere. besides why is there a need for a new theme if the previous one is working well. this looks like a scam that needs to be investigated

  5. Maldhimeehaa on Tue, 25th Oct 2011 8:42 PM 

    Ugly looking logo / colours and typography. The previous one (although a copy of many) looked good and suited us.

  6. Maldhimeehaa on Tue, 25th Oct 2011 8:44 PM 

    And … it used to be natural. It’s a lot of concrete now.

  7. really? on Tue, 25th Oct 2011 8:47 PM 

    alwaysnatural.com is some one’s logo already.
    The company could sue Maldives for copying their theme

    Aslo a question – could any woman brand herself as a 100 percent virgin

  8. MARCELLINO PIO RUSCA on Tue, 25th Oct 2011 9:26 PM 

    So sad, so serious, so cold : cool for frozen fish, simply out for an holidays country.
    Please, change agency !

  9. Always Naturale on Tue, 25th Oct 2011 10:13 PM 

    leaked ad from the MMPRC for this campaign!!

    http://a6.sphotos.ak.fbcdn.net/hphotos-ak-ash4/312210_100347940078531_100003099751704_1876_89873028_n.jpg

  10. Dhivehi Dhariyeh on Tue, 25th Oct 2011 10:27 PM 

    Havnt these guys heard of the sayin “if it aint broke, dont fix it”. The logo and slogan we have been using all these years was perfect! n way better than this common sounding slogan that they have come up wit after probably spending a huge amount for a foreign ad agency!

  11. Ironies on Tue, 25th Oct 2011 10:38 PM 

    Looks the same as the logo on the renewable energy ad on the righthand side.

    Who are we marketing the country to? A bunch of scientists at the International Panel on Climate Change? Wind energy investors?

    Come to think of it, would make a good logo for a sanitary pad, don’t you think?

  12. Nudist on Tue, 25th Oct 2011 10:44 PM 

    I thought going natural wasn’t allowed in the Maldives. But what do I know? we are now markting ourselves as a nudist colony. Brilliant. Can the locals join, or is it haraam for us?

  13. alini on Tue, 25th Oct 2011 10:50 PM 

    The dubious nature of the slogan aside, this is just a horrible logo. This looks as if someone spent almost a whole minute laboring over this in Photoshop. Must use gradients!

    This is fine for a conference on marine research.

    ‘A huge influence the natural world has on Maldives?’
    Has the rest of the world gone up to live in floating cities?

  14. ko on Tue, 25th Oct 2011 11:24 PM 

    Terrible change and it’s going to look even worse in black and white. The previous one really was one of the best tourism marketing brands in the world. Hope some other country doesn’t adapt the slogan as their own now.

  15. Briko on Tue, 25th Oct 2011 11:53 PM 

    the later sure lack the vibrancy of the previous Logo. But the catch phrase isnt bad.

    I am somewhat surprised of the choice of colours

  16. Ahmed on Wed, 26th Oct 2011 12:01 AM 

    Superb, in touch with the market today and more importantly tomorrow. We love it!

  17. uma on Wed, 26th Oct 2011 12:09 AM 

    what a stupid idea….thats the most ugly logo ive ever seen…doesnt fit to Maldives….kommeves dhon meehakah laarigandeh dheefa kuruvaafa oi kameh mee…eggothakah ves mee raaje promote kuran kuraa kameh noon…kihaa bodu balaaeh mee…

  18. Zeee... on Wed, 26th Oct 2011 12:25 AM 

    Genius stroke to link the tuna market and tourism brand for the same marketing goal. Huge improvement all round!! In touch with today.

  19. Ekaloa on Wed, 26th Oct 2011 12:27 AM 

    always natural my ass, Maldives is a parasite 100 depend on unnatural products.

  20. Leena on Wed, 26th Oct 2011 12:29 AM 

    Love the logo, not so sure about the tag line. But yes Sunny side of life had to go, it no longer fit the Maldivian tourism product, plus it brought images of just lying in the sun doing nothing. Which is a dying trend in the tourism industry.

  21. Bodi on Wed, 26th Oct 2011 12:54 AM 

    Change is always difficult for some. But change is necessary and should be welcomed.

  22. who cares on Wed, 26th Oct 2011 1:10 AM 

    Keen Media and Simon…Well done…you proved we Maldivians are seriously stupid!

  23. jimbe on Wed, 26th Oct 2011 1:20 AM 

    where did the sea horse in the logo come from ! thats not something which lives in our seas , only can be seen rarely as it can drift . Not natural in many ways.

    The Sunny Side of Life , is so perfect , who gives up on something when its perfect ?

    i guess some big guy from our government needed to make some more money with maldivesalwaysnatural.com so had a great plan to make Countries main slogan for the major industry changes to it , which was available for them.

    great work keep it up , try make a million now. !

  24. TRUTH ABOUT SIMON HAWKINS on Wed, 26th Oct 2011 1:51 AM 

    This comment has been removed as it contravenes articles 2 and 6 of our commenting guidelines. – Minivan News team

  25. Monkey President on Wed, 26th Oct 2011 1:54 AM 

    Just because Maumoon has done something doesnt mean Anni has to change it..change the stuff that needs to be changed.and what he (maumoon) has done wrong…

    Why get a foreign agency to do this work when there are so many creative individuals in Maldives…who are more in touch with the country….

    I thought it was supposed to be a tourism promotion logo/slogan not brand for the whole country….

    on the note abt occupancy being low from Europeans….they are going through a crisis….they will spring back up….and the chinese market is just an emerging market and Maldives doesnt have to lose anything to take over that market…

    HORRIBLE LOGO AND SLOGAN!

  26. Ablo Areef (Critical Analysis) on Wed, 26th Oct 2011 2:15 AM 

    TYPOGRAPHY
    The typography looks very formal and in this context too weak or shall i say predictable. it is almost as if an amateur designer used an available font on his computer, typed Maldives, did what was expected with the tagline (to place it to the right bottom hand corner.

    And then using photoshop gradient, added a small color gradient to the text.

    There is no originality or “standing out” factor for this font. it is bordering on careless and lack of effort.

    PICTORIAL LOGO
    If this article hadn’t mentioned the logo was inspired by a finger print, i wouldn’t have made the connection. Thats the first problem with this logo.

    Secondly, the size of the logo seriously compromises the application of the symbolic messages in various media. Imagine this logo being printed on an A4 letterhead, or envelope, even a brochure. You would seriously need to size it big or a magnifying glass in order for the viewer to see all the elements (the shark, the sea horse and whatever is in the inner circles)

    LOGIC
    The article mentions something about people not wanting the sun always. I think the “sun” as a central theme is still a far stronger argument than being “natural”. Natural is such a wide term – the himalaya mountains, a water fall, an old tree are all natural phenomenons – but it does not relate or home in on what is unique about this destination! The “sun” at least does that because people come to Maldives to enjoy the beach and its islands in the sun.

    The sunny side of life tagline had a double ring to it because sunny could have meant happy or the heat from the sun. So, it was bait clever in the sense. and not as flat and boring as Always Natural!!!

    I can’t agree with the MD of MNPRC when he claims the sun is only for the europeans. How “off” can that statement be. i don’t think the chinese or any other tourism for that matter are coming here to remake Gene kelly’s “I’m singing in the rain” on a tropical beach.

    KEEN MEDIA
    I am surprised to find that David Keen, one of the gurus of hospitality marketing has got this one bit off the kilter. I am not too surprised about this Simon fella, from the comments here, i don’t think he has proved himself worthy to be in this post. Apologies sir.

    CABINET DECISION
    I also do not think the cabinet is the right forum to make a decision on a logo. i don’t know whether any focus group discussions amongst various stakeholders (industry experts, tourists from various countries, maldivians) have been done before unveiling this logo. I think if some of these type of restricted exposure and testing was done, we wouldn’t have got to this and instead of all the criticism, would have been able to WOW! the audience whoever they may be.

    Right now, there is no WOW! thats nice! thats so cool! its not sexy, its not like seeing an iPhone for the first time, instead what i am seeing is the first generation of a nokia color screened phone!

  27. Salim on Wed, 26th Oct 2011 7:49 AM 

    WTF! What is NATURAL about Maldives?
    Do a poll and see how many Maldivians have seen a seahorse or a crane!

  28. Zee on Wed, 26th Oct 2011 7:51 AM 

    What a hideous logo! Yikeeeeees!!!!!

  29. Whatevs!! on Wed, 26th Oct 2011 8:33 AM 

    Ridiculous slogan, clearly they are trying to dupe the international community in getting more money for their bullshit carbon neutral 2020 scam. Sunny side of life was perfect slogan, they should have just changed or updated the logo a bit

  30. Mun chee Shin Lee on Wed, 26th Oct 2011 8:34 AM 

    I think the LOGO would have been perfect had we added a sea-cucumber, an octopus, a prawn, a lobster, a crab and also a bit of a shark fin.
    Chinese people would love seeing it and I am sure our arrivals would triple and soon all the new islands that are waiting for investments can also have tents on the beach to cater for this unexpected growth in demand.

  31. Rooster on Wed, 26th Oct 2011 9:18 AM 

    ‘Always Natural’ is a total and complete lie. I think this slogan should not be used.

    When someone says ‘always natural’ it gives me the impression that everything is natural here in Maldives and that it is natural at all times. But this is nothing close to the case.

    We do not have 100 percent natural products, nor are we doing things the natural way 100 percent of the time. Some resorts may be more eco-friendly as compared to others. But none of them is 100 percent natural. So to say ‘always natural’ is a broad sweeping LIE which no sane person should promote as a slogan.

    I am fearful that we might be sued for giving this 100 percent false impression. And I am angry that people are deliberately dumbing down our society.

  32. designer on Wed, 26th Oct 2011 9:22 AM 

    This is sabotage ! KEEN is doin this on purpose im sure! design wise this is not good at all.. not giving the msg we Maldivians want to show im pretty sure.

  33. iamanbeel on Wed, 26th Oct 2011 10:18 AM 

    And what a copy of the logo design and concept http://www.oceanconservancy.org/

  34. who cares on Wed, 26th Oct 2011 10:52 AM 

    We have creative people in Maldives (e.g. MooInc, Think) and they can do 1000 times better than this sorry of a branding!!! tsk tsk tsk. Maizan Asif where are you?…didnt you say anything; you have access to MMPPRC and you let this happen. sigh!

  35. sad sad on Wed, 26th Oct 2011 11:16 AM 

    as one of the comments above says ‘ I don’t why we are still enchanted by colonialism’

    why can’t a Maldivian be given the task so that at the VERY LEAST there would be some one to take responsibility for theses things. foreigners (british) are now running the country and making all decisions.

    when the shit hits the fan, you will not find any of them and the country would be in a mess

  36. nashid on Wed, 26th Oct 2011 11:28 AM 

    This Simon Hawkins is a friend of David Hardingham. He was first employed by Minivan News. Later he got the job from The Maldives Marketing and PR Corporation. Minivan News should do some background check and see if he has any experience in hospitality marketing. The European tourists are not coming because of a recession. The Chinese tourists are coming because their economy is good. Next year, if the Chinese economy goes down should we go for another expensive rebranding? The logo is a copy. How much did it cost in taxpayers’ money? These are the things we readers want to know from articles like this. Not glossed over lies from Minivan News. This is what happens when British blokes who don’t know nothing about Maldives are put in big jobs to decide about the delicate tourism industry of Maldives. Always Natural is a good slogan to go with the carbon neutral spin of Paul Roberts but it doesn’t fit with our tourism industry.

    Always Natural will also be a good slogan for the two tourist resorts the tourism minister’s husband is going to reclaim and build from two pristine lagoons of Maldives.

  37. Zionist on Wed, 26th Oct 2011 11:54 AM 

    @Ablo,

    A design doesn’t necessarily have to be in your face and be blatant.

    Subtle approach could be just as effective and i must say the concept behind the carbon/natural footprint is very obvious in this case.

    Just because you are not able to connect the dots does not mean it is a bad design.

    While i do agree with you on the typography lacking an X factor, you can not dismiss the marketing reasons behind using a simple type-face.

    I must say your “critical analysis” of the LOGIC is just as shallow.

    “Natural is such a wide term – the himalaya mountains, a water fall, an old tree are all natural phenomenons – but it does not relate or home in on what is unique about this destination!”

    In this design concept, the term natural is referring to crystal blue sea and underwater life which is unique to Maldives and is spot on.

    While you argue that the colour scheme is a simple gradient done on photoshop, have you for once considered why?!

    A blue to green gradient is emphasizing on the fact that Maldives is encouraging carbon-neutrality.

    Blue could resemble the prestige Maldivian waters while green may represents Maldivian ambitions of zero-carbon emission and it is all tied down neatly with the logo which is a finger print, while maintaining the essence of carbon foot print!

    Sheer brilliance as far as designing is concerned mate ;)

    -A fellow visual communicator-

  38. No Confidence on Wed, 26th Oct 2011 12:06 PM 

    Do not mean to be political nor melodramatic, but i call for a public no confidence vote on the MD of MNPRC Simon Hawkins.

    I am sure there will be a far better replacement sourced even from the Maldivian talent pool.

  39. Enchanted on Wed, 26th Oct 2011 12:13 PM 

    I can’t believe Simon Hawkins has just an A level qualification! Just beached he is British and is connected he got the job.

    I wouldn’t have minded even still if he had some experience in hospitality marketing, but without any history what so ever i wanna know who evaluated his CV!!!!

  40. zaggoom on Wed, 26th Oct 2011 12:13 PM 

    Kobaa..kihaavarakun dhiya. onnaane raakanimas kevifa.mihaaru egijje ehnu copy kuranee kihineh kan..

  41. Lulu on Wed, 26th Oct 2011 12:31 PM 

    Ugliest Logo which I had ever seen. Totally HARAAM.

  42. Naaz on Wed, 26th Oct 2011 12:56 PM 

    This is the most ridiculous slogan anyone has ever come up with so far!! Every country has nature and we are in no particular above average state to boast about our nature! There are thousands of other similar islands across the globe with exactly same nature or some with even better natural flora and fauna. There are so many other countries who can top us by miles with their natural diversity.

    This new slogan gives us no advantage in anyway and in my opinion it is a very poor and sad attempt made by Simon yet again! Well done Simon! Once again proving you are a completely useless nutcase sitting in one of the most important seats of the Maldives, especially for the Tourism industry.

    What I don’t understand is, taking aside that Simon and his gang of lunatics, industry tycoons like Champa Afeef and Universal boys put up with this nonsense!

  43. Hammad on Wed, 26th Oct 2011 1:32 PM 

    http://skytruth.wikispaces.com/file/view/Ocean_Conservancy_2008.jpg/70239231/Ocean_Conservancy_2008.jpg

    This is a shame. Color Scheme and Logo has an unnatural resemblance to the Logo above.

    Even if these guys dont sue, it is a shame to have such an unoriginal logo put on everything Maldivian.

  44. sunny side of life on Wed, 26th Oct 2011 1:39 PM 

    so disappointing! naturally mediocre

  45. hassan on Wed, 26th Oct 2011 1:41 PM 

    check this logo. it looks a bit similar!

    http://www.oceanconservancy.org/

  46. british con-sultant on Wed, 26th Oct 2011 2:15 PM 

    How much does Simon hawkins get as salary for managing director of mmprc? how much does jude laing get as salary from maldives budget? what does jude do in maldives? how much does paul roberts get as salary? these are questions that need to be answered by Minivan News reporters through articles. the taxpayers want to know.

  47. Ziyan on Wed, 26th Oct 2011 2:17 PM 

    The previous logo was better and more suitable for the Maldives. The new title sucks and its too short to represent the Maldives as a warm place for the tourists.

  48. saalhanga on Wed, 26th Oct 2011 2:22 PM 

    Agree with
    TRUTH ABOUT SIMON HAWKINS on Wed, 26th Oct 2011 1:51 AM

    about another 2 words.

    Dog’s dinner.

  49. Zeee... on Wed, 26th Oct 2011 3:08 PM 

    You guys need to get over yourselves you could not see a good idea if it jumped up and hit you in the face. Move the country forward and with this new smart logo we can compete with the rest of the world.

  50. ben on Wed, 26th Oct 2011 3:46 PM 

    I wonder from which part of the Maldives does that ‘SEAHORSE’ comes from?
    Been living here for almost 32 years, never seen one..

  51. real truth about Simon Hawkins on Wed, 26th Oct 2011 4:06 PM 

    Ref link to Simon – he got permission to do this with the author, but that reply was not communicated by the website that published it – what does that tell you??

    As for the rest of the twisted comments here, this really sums up the characters involved here!

  52. Maldives Complete on Wed, 26th Oct 2011 4:36 PM 

    Was a change needed? – Yes. ‘Sunny side of life’ was cheesy, tired and pedstrian. It looked like it was promoting some down-market Spanish holiday camp. Also, it certainly didn’t have any appeal to industries outside of Tourism which is a key objective and a sensible one at that.

    Was this the best possible revision? – Maybe not. But then, government agencies can never be as edgy and creative as a company like Apple because they are a lightning rod for criticism (witness all the comments here). As a result, government marketing has to be broadly acceptable and unobjectionable and not wildly ambitious. Furthermore, its broad remit (Tourism + Industry) makes it hard to be too focused.

    What I like about the logo (contrary to some opinions expressed here) is the colours. One thing that is a truly distinctive feature of the Maldives is the various shades of blue in the aquatic tapestry that blankets the islands. The logo colouring really nails this superbly and subtly (contrary to the garish and dated style of the predecessor)

  53. 81901 on Wed, 26th Oct 2011 4:53 PM 

    Now that I think about it I think I get what it’s supposed to represent.

    The change in gradient from blue to green symbolizes going green and the fingerprint made of wildlife probably represents the carbon footprint of the country. It’s all climate related in other words and goes along with what Anni is doing these days.

    Not that bad a concept but I still don’t think it’s anywhere near as good as the previous one which was about as perfect a brand gets. Take the new font for instance which happens to be a freely available one. When you pay as much as $100K for a custom brand, the designer should at least come up with a custom typeface.

    The positioning of the slogan doesn’t look very good and the slogan itself doesn’t make that much sense either. There are hundreds of other destinations where the word ‘natural’ would fit their description much better compared to Maldives which is becoming more and more artificial by the day with all the lagoon dredging and the artificial beaches, artificial sea barriers & reefs and things such as the planned artificial golf island or the new reclaimed island being developed near Male’. To me, ‘Always Natural’ almost sounds like a campaign against breast enhancement or an advertisement for a herbal remedy or a food production company.

    There are also issues with usability if you think about it. It’s not very scalable at all and when you use a grayscale version of it as a letterhead, it would be hard to even make out what exactly the fingerprint is and it would end up looking like something related to crime investigation. With the increasing crime rates in the country, it’s a nice coincidence perhaps.

    /rant over

  54. Ismail on Wed, 26th Oct 2011 5:06 PM 

    I dont know. Liked the sunny side of life better.

  55. 81901 on Wed, 26th Oct 2011 5:07 PM 

    On the bright side, at least it’s not as bad as the PPM logo?

  56. Leena on Wed, 26th Oct 2011 6:20 PM 

    wow! it was always going to be impossible to please everyone. Oh get off it everyone the logo is pretty good. And yes people have seen seahorses here…i haven’t seen a whale shark ever myself, but i do believe it exists in the Maldivian waters. The tag line is also not that bad, as like everything this will need some getting used to , i can remember how we all slagged off sunny side of life first, and how tourists would come and scream at the reception when it started raining.

  57. Rage on Wed, 26th Oct 2011 7:00 PM 

    Kekekekekkeke three or four lousy self proclaimed ‘designers’ going off through their ears just because they didn’t get the opportunity to copy paste and call it an original! Why didn’t you shameless twits scream out the way you’re doing now when your now favourite “sunny side of life” came out? but ofcourse you were scared shit out of your pants, weren’t you? kekekekeke because you knew we then had the world’s most remorseless dictator with a crocodile smile watching you and making your live the darkest life ever. kekekekkee. though I have to admit that a few hints of pink, orange& yellow would make this one a bit lively and attractive.

  58. amazed on Wed, 26th Oct 2011 7:03 PM 

    Maldives is entitled to a much better logo and tagline than this one…

  59. RZ on Wed, 26th Oct 2011 8:07 PM 

    The logo design was copied or of course looks like the design of ocean conservancy by coincidence.

    The Tagline is substandard as far as I’m concerned. As a Maldivian I feel ashamed to be associated with this logo.

  60. james on Wed, 26th Oct 2011 8:27 PM 

    This does not look like a logo of an upmarket tourist destination. Maybe it was time to change “the sunny side of life” but definitely not with this rubbish. Simon may I ask, from where do you get your numbers, when you say Chinese market is our No.1 market. You are distorting the facts, check the room nights and see which is our no.1 market. Then take western europe, which has been and always will be the bread and butter of our tourism industry and compare the figures.

  61. aa on Wed, 26th Oct 2011 8:37 PM 

    could have done much better than that!

  62. Ahmed on Wed, 26th Oct 2011 9:52 PM 

    Much better, the change was necessary. What the consumer thinks is what matters.

  63. kli on Wed, 26th Oct 2011 10:06 PM 

    its not that bad. i was told by an insider that the consultation process involved many from the tourism industry and it included mati, matato maleeh, and some mmprc board members. they could have check it properly before going public.

  64. what to do on Wed, 26th Oct 2011 10:17 PM 

    You need to say ‘Always natural’ if you want to dispel a preconceived notion that Maldives is not natural. If such a notion does not exit, why do u need to reaffirm the naturalness of Maldives.

    By saying ‘always natural’, you are really CREATING A DOUBT of whether Maldives is natural in the first place.

    Its like saying Fresh water – just to assure that water is not dirty.

    Terrible choice.

  65. Real on Thu, 27th Oct 2011 1:27 AM 

    …it’s unprofessional and cheap. It reflects nothing about Maldives.

    Its a shame to lawmakers who have bypassed the artistic talent so much in abundance in Maldives.

    As CNN puts it, ‘modern slavery’. And sure it is as the government keeps running outsourcing expertise just because………..

    Shame on you…what a waste of taxpayers!

  66. Shahid on Thu, 27th Oct 2011 6:41 AM 

    Much better, looks great when working in context. The Maldivian committee made this decision, not KEEN I am told..

  67. Reena on Thu, 27th Oct 2011 10:08 AM 

    Sunny Side of Life was a cheap slogan, aimed at two things: 1. ‘bucket and spade’ holidaymakers who used to come here to cheap resorts back in the day; and 2) an attempt by the Gayoom regime to make the country sound happy and nice when they were busy butchering political opponents in jail.

    I like the emphasis on nature because that is why anyone comes here: sunsets, beaches, palm trees, lagoons, reefs, water etc.

  68. moosa on Thu, 27th Oct 2011 8:08 PM 

    just checked the logo of Ocean Conservancy. This is really cut and paste work of a primary student tryng to finish his assignment. And to think our Government paid $100K of taxpayers money.. what a shame…. should have opened it up for our local talent and i am sure we would have got a far better “ORIGINAL” tagline and logo.. wonder how much the poor sod who plagiarized it actually got… money would have passed thru many hands…

  69. mode on Thu, 27th Oct 2011 9:22 PM 

    this clearly show that MMPRC does not have the capacity to do this kind of excersize. Simon initially had the idea of rebrading by just chnaging teh logo from his letter head and website ? This is how far he can think of ? he has no knowldg on marketing or PR but still he is the boss for promoting our country ? We became the number one tourist destaination by Maldidivian in the hot seat to do marketing and promotion not some white guy from UK who has no quilification.

  70. Zena on Thu, 27th Oct 2011 9:56 PM 

    They did open it up to he locals, the whole world as well in a competition, and even the school kids. The committe consisting of MATATO, MATI and MOTAC and stakeholders did this, all Maldivians with good intentions…

    Better than he last slogan and ice cream logo!

  71. ZZ on Fri, 28th Oct 2011 4:53 AM 

    He has over 22 years London media experience and he has only ever worked in media actually..

  72. Y A on Sun, 30th Oct 2011 10:44 AM 

    So we are rebranding mostly for a single market, which is still at the fledgling stage? talk about putting all the eggs in one basket! Most Chinese want their skin to be as white as they can make it…probably would swim underneath umbrellas if they can… But people who don’t like the “sun” should not come to Maldives, an equatorial country. Its like going to the Swiss Alps & not liking snow.

    i actually think the previous logo is much better…but if MMPRC did want a change to encompass the other industries & carbon neutrality etc, sure, go for it! But couldn’t they have come up with a better logo? like some have mentioned, it does look more suited to wind/weather field than the branding of a whole country.

    to my knowledge, when creating a logo, (as someone has mentioned above as well), you have to:
    1. create a symbol which will make people at least marginally get what the brand is all about – we can’t include the meaning of the logo every time we use it
    2. make it interesting, original & honest – the slogan is misleading…the beach & sea is natural but the resorts are man-made & the products offered are mostly imported
    3. Use things in a way that the viewer does not have to use a magnifying glass.
    4. it should also look good in small scale & gray scale.

    I thought this government wanted to promote Maldivian talent etc…then why does a foreign company get such a huge amount for creating a lousy logo (which strongly resembles another logo) that i’m sure even amateur graphics designers in Maldives can easily make for less than 15,000? We have such talented artists here, why not use one of them? If the question is about a whole campaign, might i mention, MMPRC is supposed to do that? we have Maldivian companies that can do the deed as well…


  • Kashim: Jihad is duty of all muslims.
  • asstar: Another one bites the dust. How many more to go? Its better kashim and hero leave before they run out of booze and 72… hehe
  • husnee: I am the husnee. I don’t know
  • Don Pedro: idiots
  • LOL: When would the AG do some thing about corrupt judges in Judiciary. Would be nice if the AG ‘seeks’ to do some thing about it.
  • ali rasheed: Just re-brand the MDP as IS and see what happens
  • waste of time: @cabs I think Saudis would be more than happy to let Maldivians do the migrant labor jobs (and confiscate passports, deny salary payment, etc.) Saudis...
  • waste of time: habibib-No worries, I’m only going to sit back and watch it all go wrong.

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