From ‘hidden’ to ‘timeless charm’: Vietnam unveils guideline on new tourism brand identity

The “Vietnam – Timeless Charm” slogan and the five-petal lotus logo have been featured in the country’s tourism promotional campaigns since 2012, after the erstwhile identity “Vietnam – The Hidden Charm” concluded its 2005-2011 mission.

But it was not until yesterday that the Vietnam National Administration of Tourism (VNAT) officially introduced the complete brand identity and guideline on using it during a ceremony in Hanoi.

The guideline mainly introduces the structure of Vietnam’s new tourism brand, its key values and main product lines, according to VNAT chief Nguyen Van Tuan.

The document is intended to help tourism agencies and localities properly use the new logo and slogan in their tourism promotional campaigns.

The new logo was designed by artist Tran Hoai Duc, using the image of a lotus to symbolize the beauty of Vietnam and the soul of its people, according to the tourism administration.

The blooming lotus demonstrates a new developing stage of the tourism industry, while its five differently-colored petals represent the diversity of tourist products, fantastic experiences and beautiful feelings of tourists when visiting Vietnam.

The blue petal is for sea and island tourism, green for eco and natural, orange for cultural and historical, and violet for adventure tourism, whereas pink reflects the hospitality and dynamism of Vietnamese people, according to VNAT.

The basic value of the Vietnamese tourism brand is “time,” “intensity,” “mystery,” and “commitment,” Tuan said.

The new brand identity is intended to prove that Vietnam is a destination that provides tourists with a relaxing time, while its tourism resources including seas, islands, mountains and forests will give holidaymakers intensive experiences and feelings.

The Vietnamese culture, with its diversified ethnic groups, religions and Eastern customs and traditions, is still a mystery to international tourists, and the country’s tourism industry is committed to providing the best service to worldwide travelers.

Along with the four key values, the new brand identity also introduces four main product lines, including sea and island; culture; nature; and city tourism, according to VNAT chief Tuan.

VNAT is slated to organize training workshops to explain the guideline in key tourism provinces and cities such as Hanoi, Da Nang and Lam Dong.

The new brand identity is built with support from the EU-funded Environmentally and Socially Responsible Tourism Capacity Development Program.