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Re-Branding Belize

It's been 30 years since the country of Belize and its logo got an update. Then the country's tourism board tapped Olson to catch them up with a painterly logo and theme. The circular forms dominate the depiction of the national bird, the toucan. The art evinces classic travel posters of the '60s. Said Olson Chief Creative Officer Dennis Ryan, "We wanted it to feel non-commercialized. A lot of times, tourist destinations try to create images that cater to the traveler, versus what the destination wants the traveler to experience."

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