KINGSTOWN, St Vincent and the Grenadines — St Vincent and the Grenadines has unveiled a new tourism brand identity under the slogan “Set Your Spirit Free”, replacing a logo that had been used for about 15 years.

The new logo was launched by the St Vincent and the Grenadines Tourism Authority (SVGTA) during the country’s 47th Independence celebrations yesterday.

The rebranding centres on three pillars: Nature and Adventure, Culture and Celebration, and Marine Paradise. They are intended to reflect the destination’s volcanic landscapes, rainforest trails, cultural traditions and marine attractions.

The Tourism Authority said the new identity draws on the heritage and spirit of Vincentians and aims to strengthen the country’s presence as a Caribbean destination, while encouraging people at home and abroad to share their homeland with the world.

The design was developed with US-based Zimmermann Company, local graphic designers and input from more than 100 Vincentians through focus groups.

However, the unveiling has attracted differing opinions online, with some commenters expressing a preference for the previous logo and questioning whether a refresh would have been more appropriate.

“I personally prefer the previous logo. It’s more appealing,” one person wrote.

Another commenter questioned the level of support for the new design among local creatives, writing: “The fact that most local creatives aren’t feeling this one says a lot. We could’ve given the previous one a little refresh.”

Others defended the change, pointing to the logo’s practical use across marketing materials and products.

“From a professional marketing and communications standpoint, it’s appears more accessible-friendly and visually impactful,” one commenter wrote, adding that the stronger colours could improve visibility and that the simpler artwork would be easier to reproduce across different materials,” a social media user wrote.