Jamaica Tourist Board

Official Websites

• https://www.visitjamaica.com
• https://www.jtbonline.org

Brand Guidelines

2019

Brand Summary

Mission

• To showcase Jamaica as a cultural giant with outsized impact on the world’s food, music, sport, and literature, offering unforgettable experiences through its people, soulfulness, hospitality, diversity, creativity, resourcefulness, resilience, and optimism [^1].

Core Values

• soulfulness
• hospitality
• big-heartedness
• diversity
• creativity
• resourcefulness
• resilience
• optimism
• swagger
• pride
• vibrancy
• upbeat
• good vibes
• humor

Target Audience

• Young Trailblazers and Older Independents, as well as global travelers seeking vibrant, soulful, and unique experiences [^2].

Personality Traits

• refreshingly different
• electric energy
• magnetic personality
• soulful
• upbeat
• vibrant
• good vibes
• humor
• swagger
• optimism
• lighthearted
• confident
• youthful
• energetic
• genuine
• inclusive

Visual Identity Overview

• The visual identity is vibrant, energetic, and larger-than-life, featuring bright, saturated colors rooted in Jamaican heritage and flag, bold and recognizable logos, consistent use of Trade Gothic LT Bold and Realist typefaces, and imagery that is bright, lush, and inviting. The brand emphasizes clear hierarchy, legibility, and a minimalistic yet dynamic style across print, digital, and trade activations [^3].

Categories

Brand Voice

• Brand tone describes how we speak to the world. Whether we’re speaking to consumers, our partners or our colleagues, our voice must come through consistently.
• Our tone is lighthearted, optimistic, and brimming with positivity - after all, we’re a tropical paradise so the way we speak should reflect that.
• Our cultural impact on the world is undeniable. So it’s only fitting that our tone is unapologetically proud, yet charming and relatable.
• When we speak, we do it with vigour and zest to reflect the energy of our dynamic people and culture.
• We’re down-to-earth and authentic - so buzzwords and jargon have no place in our tone. We speak to the world as we would to our friends.
• We welcome everyone to JAMAICA, so we’re always warm and inviting and our tone is never preachy or judgemental.
• Our typefaces are Trade Gothic LT Bold, Realist Bold and Realist Regular, and have been selected to help express the JAMAICA® brand tone of voice -confident, youthful, energetic, which creates consistent and recognisable typefaces for the Heartbeat campaign.

Brand Imagery

• All images should be retouched if necessary to be bright and vibrant and to enhance the natural colours and beauty of JAMAICA. Landscapes and vegetation should always appear lush and verdant, and skies should never appear dark or gloomy.
• Do • Use approved, high-resolution photographs only • Use natural colours to enhance landscapes such as the blues of water and the greens of vegetation, correct distracting imperfections such as blemishes, discoloured teeth and any occurrences of the red-eye effect • Utilise traditional cropping to frame subjects and landscapes
• Do not • Use unapproved, low-resolution photography • Oversaturate colours to appear unnatural • Desaturate colours or edit to black and whiteAdd grain or texture filters • Change or retouch the natural beauty and uniqueness of subjects • Crop out key elements of subject or landscape.

Color Palette

• Never use colours outside the Jamaican colour pallette.
• The colours of the JAMAICA® Heartbeat of the World campaign are bright, saturated, and uniquely Jamaican. A limited palette of 3 primary colours rooted in the heritage of the brand and 3 secondary colours rooted in the iconic flag, create a recognisable canvas for the campaign.
• Rhodamine Red RGB: R:236 G:000 B:140 CMYK: C:0 01 M:099 Y:000 K:000 PMS: Rhodamine Red C HEX: #ec008c
• Black RGB: R:000 G:000 B:000 CMYK: C:075 M:06B Y:067 K:090 PMS: PMS Process Black C HEX: #000000
• White RGB: R:255 G:255 B:255 CMYK: C:000 M:000 Y:000 K:000 HEX: #ffffff
• Green RGB: R:034 G:137 B:019 CMYK: C:084 M:022 Y:01 00 K:009 PMS: 3539 C HEX: #228913
• Grey RGB: R:161 G:161 B:161 CMYK: C:039 M:032 Y:032 K:001 PMS: 174-3 U HEX: #a1a1a1
• Yellow RGB: R:22B G:174 B:043 CMYK: C:011 M:032 Y:097 K:000 PMS: 130 C HEX: #e4ae2b
• The JAMAICA® Heartbeat of the World logo must always be used as seen below on this page. It should not be altered in any way.
• Do not use colours outside the Jamaican Heartbeat logo colour pallette.

Typography

• Our typefaces are Trade Gothic LT Bold, Realist Bold and Realist Regular, and have been selected to help express the JAMAICA® brand tone of voice -confident, youthful, energetic, which creates consistent and recognisable typefaces for the Heartbeat campaign.
• Trade Gothic LT Bold
• Realist Regular
• Realist Bold
• They are also highly legible, and optimised for both print and web. They are introduced in the wordmark tagline, which creates a consistent and recognisable typeface for the Heartbeat campaign.
• Headline: Trade Gothic LT Bold, UPPERCASE
• OOH: max:4320pt I min:1296pt
• Print: max:80pt I min:35pt
• Digital: max:12pt I min:5pt
• Body Copy: Realist Regular, Sentence Case
• OOH: max:864pt I min:160pt
• Print: max:1 Bpt I min:1 Opt
• Digital: NA

Logo Usage

• This logo should be used on corporate communication pieces such as stationary, presentations and newsletters, etc. outside of the Heartbeat campaign materials, or as guided by the JTB Marketing Department.
• The corporate brand logo consists of the Logotype in combination with the Registration Mark. The Registration Mark establishes the JAMAICA® wordmark logo as legally registered and trademarked.
• The corporate brand logo must always be treated as vector art, with no adjustments to size or placement of the Registration Mark in relation to the Logotype and no adjustments to the font or typesetting of the Logotype.
• Brand JAMAICA® logos may be placed over an image or video, provided there is enough contrast for the logo to be clearly legible.
• Brand JAMAICA® logos may be placed over Rhodamine Red background as long as the logo on it is the white version.
• Never use the dark logo on a background with low contrast.
• Never place a harsh drop shadow or other effects to logo.
• Never stretch or skew the logo in any way.
• Never rotate the logo any way.
• Never use colours outside the Jamaican colour pallette.
• Never place a stroke on any of the brand logos.
• Never create a holding device for the logo.
• Never use wordmark without registered symbol.
• The JAMAICA® Heartbeat of the World logo is the campaign logo and should be used for all creative production unless otherwise instructed by the JTB Marketing Department.
• The Heartbeat logo consists of the classic JAMAICA® word mark logo with the Heartbeat of the World tag line underneath.
• Tagline lockup should be used on all consumer-facing communication pieces such as OOH, print, and digital. It consists of the corporate brand logo, the registration mark, and the Heartbeat of the World campaign tag line in a container.Tagline lockup is always constructed in vertical stack as seen below, with the wordmark and registration mark sitting above the tagline. This can be used in a 5 color variations as shown below.
• Minimum width : Print: 0.9 in Digital: 70 pixels
• The JAMAICA® Heartbeat of the World logo must always be used as seen below on this page. It should not be altered in any way.

Tone And Messaging

• Brand tone describes how we speak to the world. Whether we’re speaking to consumers, our partners or our colleagues, our voice must come through consistently.
• Our tone is lighthearted, optimistic, and brimming with positivity - after all, we’re a tropical paradise so the way we speak should reflect that.
• Our cultural impact on the world is undeniable. So it’s only fitting that our tone is unapologetically proud, yet charming and relatable.
• When we speak, we do it with vigour and zest to reflect the energy of our dynamic people and culture.
• We’re down-to-earth and authentic - so buzzwords and jargon have no place in our tone. We speak to the world as we would to our friends.
• We welcome everyone to JAMAICA, so we’re always warm and inviting and our tone is never preachy or judgemental.

Brand Values

• Contained in a mere 4,244 square miles, is a cultural giant that continues to leave an indelible footprint on the world’s food, music, sport, and literature.
• Everyone you will meet in JAMAICA carries outsized pride and outsized swagger.
• That’s why there is no such thing as an average visit to JAMAICA.
• We’re the mightiest country in the world.
• We don’t do anything small. We work hard, and when we party, we go hard. When our runners sprint, they are the fastest in the world. Our waves and adventures are more exciting.
• What you’ll remember more than anything else, is our people. Our outsized soulfulness, hospitality, big-heartedness, diversity, creativity, resourcefulness, resilience and optimism will stay with you.

Visual Style

• The corporate brand logo must always be treated as vector art, with no adjustments to size or placement of the Registration Mark in relation to the Logotype and no adjustments to the font or typesetting of the Logotype.
• Brand JAMAICA® logos may be placed over an image or video, provided there is enough contrast for the logo to be clearly legible.
• Brand JAMAICA® logos may be placed over Rhodamine Red background as long as the logo on it is the white version.
• Never use the dark logo on a background with low contrast.
• Never place a harsh drop shadow or other effects to logo.
• Never stretch or skew the logo in any way.
• Never rotate the logo any way.
• Never use colours outside the Jamaican colour pallette.
• Never place a stroke on any of the brand logos.
• Never create a holding device for the logo.
• Never use wordmark without registered symbol.
• Tagline lockup is always constructed in vertical stack as seen below, with the wordmark and registration mark sitting above the tagline. This can be used in a 5 color variations as shown below.
• The JAMAICA® Heartbeat of the World logo must always be used as seen below on this page. It should not be altered in any way.
• Minimum width : Print: 0.9 in Digital: 70 pixels

Layout And Composition

• Brand JAMAICA® logos may be placed over an image or video, provided there is enough contrast for the logo to be clearly legible.
• Brand JAMAICA® logos may be placed over Rhodamine Red background as long as the logo on it is the white version.
• Never use the dark logo on a background with low contrast.
• Never place a harsh drop shadow or other effects to logo.
• Never stretch or skew the logo in any way.
• Never rotate the logo any way.
• Never use colours outside the Jamaican colour pallette.
• Never place a stroke on any of the brand logos.
• Never create a holding device for the logo.
• Never use wordmark without registered symbol.
• Tagline lockup is always constructed in vertical stack as seen below, with the wordmark and registration mark sitting above the tagline.
• Minimum width : Print: 0.9 in Digital: 70 pixels
• The JAMAICA® Heartbeat of the World logo must always be used as seen below on this page. It should not be altered in any way.

Brand Positioning

• On the map, JAMAICA is a dot in the Caribbean Sea. But its impact on the world’s culture is the size of a continent. Contained in a mere 4,244 square miles, is a cultural giant that continues to leave an indelible footprint on the world’s food, music, sport, and literature.
• Everyone you will meet in JAMAICA carries outsized pride and outsized swagger.
• That’s why there is no such thing as an average visit to JAMAICA.
• We’re the mightiest country in the world.
• We don’t do anything small. We work hard, and when we party, we go hard. When our runners sprint, they are the fastest in the world. Our waves and adventures are more exciting.
• What you’ll remember more than anything else, is our people. Our outsized soulfulness, hospitality, big-heartedness, diversity, creativity, resourcefulness, resilience and optimism will stay with you.

Brand Personality

• JAMAICA is refreshingly different from what you would expect. Our energy is electric and our personality is magnetic. We’re soulful, upbeat, vibrant and good vibes is what we are about. Our personality is what sets us apart from other destinations and helps us connect with our guests. Our personality should shine through in the way our creatives look, sound and feel.
• Everything is bigger and better in JAMAICA. The moment you set foot on our mighty island, you’re surrounded by a kaleidoscope of exciting colours and sounds. It’s not surprising that our personality is bright, lively and larger-than-life.
• Jamaicans are full of humour, swagger and optimism. We always find the positive in any situation, because good vibes is what we are about.

Campaign Pillars

• The campaign is supported by seven (7) key pillars. They tell a well-rounded story about JAMAICA and showcase its uniqueness.
• Brand: This pillar captures the essence of the Heartbeat campaign. It should make people feel as if they have set foot in JAMAICA – a feeling of soulfulness, swagger and vibrancy created by JAMAICA’s larger-than-life people.
• Music: JAMAICA gave birth to mento, ska, rock steady, reggae and dancehall. It’s vibrant rhythm has influenced music around the world and is just one of the ways that this tiny dot in the Caribbean Sea connects with people everywhere.
• Cuisine: JAMAICA is a melting pot of cultures that contributes to the signature flavours that make our cuisine unique. It is our special blend of ingredients, spiced with passion that makes every meal memorable, from the roadside stand to the gourmet restaurant.
• Adventure: From river rafting, climbing the waterfalls, ziplining through a canopy of trees, hiking through the mountains or scuba diving in the Caribbean Sea, there are a variety of options for every type of thrill-seeker looking to make lifetime memories in JAMAICA.
• Nature: Breathtaking mountains, incredible waterfalls, nature reserves, lush tropical flora and fauna, dramatic coastlines and pristine beaches renew and transform travellers.
• Wellness: JAMAICA is where you come to truly relax, recharge and soothe the soul. From yoga to meditation and wellness retreats, to pampering resorts and spas, JAMAICA is the perfect location for anyone looking to nurture the mind, body and soul.
• Romance: From stunning sunsets, to intimate catamaran cruises, to moonlit dinners, even romance is outsized in JAMAICA. Couples will return home with a deeply emotional and transformative experience to remember.

Photo Editing

• All images should be retouched if necessary to be bright and vibrant and to enhance the natural colours and beauty of JAMAICA. Landscapes and vegetation should always appear lush and verdant, and skies should never appear dark or gloomy.
• Do • Use approved, high-resolution photographs only • Use natural colours to enhance landscapes such as the blues of water and the greens of vegetation, correct distracting imperfections such as blemishes, discoloured teeth and any occurrences of the red-eye effect • Utilise traditional cropping to frame subjects and landscapes
• Do not • Use unapproved, low-resolution photography • Oversaturate colours to appear unnatural • Desaturate colours or edit to black and whiteAdd grain or texture filters • Change or retouch the natural beauty and uniqueness of subjects • Crop out key elements of subject or landscape.

Co Branding

• Co-branding elements consist of the JAMAICA® wordmark and the partner logo. Shown to the right is the approved relationship of elements for materials with co-branding. Shown below are examples of incorrect co-branding
• Relationship: The JAMAICA® wordmark and partner logos should always be on the same plane. The JAMAICA® wordmark logo should appear in a primary position (bottom right) and our partner logo should appear in the secondary position (bottom left).
• Both logos should appear optically equal in size and should have equal margins to the sides and bottom of page.
• Never make the JAMAICA® wordmark logo and partner logo different optical sizes.
• Never create any lockup between JAMAICA® wordmark logo and partner logo.

Creative Direction

• Messaging should always be clear and legible, creating immediately recognisable branding and a clear hierarchy between all of the ad components.
• Vertical OOH Minimum print resolution 300 dpi
• Vertical Print Minimum print resolution 300 dpi
• Horizontal OOH Minimum print resolution 300 dpi
• The hierarchy creates a system by which the image and the Heartbeat logo are processed first, drawing the viewer in and creating intrigue, with the headline and CTA processed second -leaving the viewer with an actionable item.
• Ratio: 9:16 1080 x 1920 px
• Ratio: 4:5 1080x1350px
• 300x600
• 320x250
• 250x250
• 72Bx90
• By using bold, premium full-bleed imagery that is in line with our brand platform, trade brochures are meant to showcase JAMAICA’s larger-than-life people, culture and experiences and educate our primary segments -Young Trailblazers and Older Independents -on what makes JAMAICA unique.
• The design of the JAMAICA trade booth reflects the Heartbeat campaign. The iconic wordmark is lit up in Rhodamine Red light and dominates the entrance of the booth to be seen from far and up close. The interior of the booth is occupied by digital boards of various Jamaicans whose music and heartbeats are eternally imbedded into Jamaican music represented by the outsized headphone set combined with heartbeat/music element that speaks to JAMAICA’s influence on the world’s culture. he campaign pillars are prominently displayed, along with a few exotic Jamaican plants And wood panels -creating a warm inviting environment. The floor has 2 component white dotted marble representing Jamaican sand/rocky-shores against the black reflective marble that would act like a water line. The ceiling is not fully closed keeping the booth light and breezy to nod to our might island.

Trade Activations

• The design of the JAMAICA trade booth reflects the Heartbeat campaign. The iconic wordmark is lit up in Rhodamine Red light and dominates the entrance of the booth to be seen from far and up close. The interior of the booth is occupied by digital boards of various Jamaicans whose music and heartbeats are eternally imbedded into Jamaican music represented by the outsized headphone set combined with heartbeat/music element that speaks to JAMAICA’s influence on the world’s culture. he campaign pillars are prominently displayed, along with a few exotic Jamaican plants And wood panels -creating a warm inviting environment. The floor has 2 component white dotted marble representing Jamaican sand/rocky-shores against the black reflective marble that would act like a water line. The ceiling is not fully closed keeping the booth light and breezy to nod to our might island.

Additional Properties