26 April 2007
The new Island brand has been approved by the Chief Minister and the Economic Development Minister. The decision comes after detailed market research showed that the design and the message will successfully promote Jersey’s key industries and develop new business.
18 months of consultation, discussion and evaluation have guided the work. The result is comprehensive toolkit which can be used by anyone involved in promoting Jersey’s identity abroad and which promotes the qualities which make Jersey stand out in the world.
Initial work involving the community and representatives of Jersey’s business sectors has led the development of the brand. Workshops were held in both the early and design stages with members of the public, aimed at defining and describing what it is which makes Jersey special.
Words like ‘independent’, ‘generous’ and ‘cultivated’ were identified early on as ones which described important aspects of Jersey life and character. From that, a range of materials have been developed ranging from a DVD to designs for leaflets and other promotional products.
All the advice on applying the brand is included in a detailed brand manual, which advises on writing styles, design styles, colours and the general tone which should be adopted in marketing tools, so that they truly represent Jersey’s strengths.
Mike King, Economic Development’s chief executive said: ‘The brand has been finalised following extensive market research carried out by an independent organisation, both in Jersey and in the UK. This work provides strong evidence that all aspects of the new Island brand including the logo and the strap line will be successful in driving both visitors and investment to the Island. The development of the brand is a key component in delivering economic growth to meet and exceed our strategic plan and economic growth plan targets. We look forward to working with businesses across the Island in the introduction of the brand in the market place’
It has cost £240,000 over the past 18 months to develop a very broad range of materials which can be used by any organisation involved with Jersey, in either traditional printed form or in new media.
Chief Minister Senator Frank Walker said alternative designs had been developed and tested, but none had received such positive feedback. “It’s not the first brand which has been developed to promote the Island, but I am entirely confident that it is the best researched and the most thoroughly developed. It will be used to bring both visitors and inward investment to the Island, through all sorts of channels and products. I hope that the whole flavour of the story it promotes will strike a chord with the people of Jersey and that it can be used by all types of community groups and associations.’
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