With increasing competition throughout the worldwide tourism market, countries have started implementing corporate branding techniques to assist their tourism promotion. As a result, committees and organizations that are responsible for the tourism marketing of countries have embraced branding initiatives in order to attract more visitors. This approach is referred to as destination branding. Design of the graphic identity, which often centers around the logo, has become an essential element for these tourism campaigns.

This study investigates the visual characteristics of tourism logos of 96 countries from all over the world. An assessment matrix was developed to organize them in taxonomic and conceptual categories. The goal of this assessment tool is to provide information about what the most commonly used attributes are in tourism logos, and what types of visual motifs these attributes are used to communicate. The assessment matrix will help clarify how various graphic design methods are used to convey certain conceptual attributes, and how these attributes and different motifs may be used to enhance uniqueness, memorability, and authenticity of a country‟s logo. Uniqueness is one of the most important features for country tourism logos given that they are all in competition with each other for tourists.

As demonstrated in the discussion chapter, the assessment matrix is useful in revealing several overused, ineffective, and unclear messages; it also makes it easy to notice which approaches are more effective than others. This analysis method can be applied to other destination logos as well as to corporate logos, and can have practical implications for brand management.