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Meet the spanish icon celebrating its 40th anniversary.

Abigail Healy

As it celebrates 40 years of its iconic logo, Spain reminds the world of its longstanding appeal that continues to make it such a popular destination today

Spain is marking the 40th anniversary of the Turespana logo, The Miró Sun

Spain has long been a top holiday destination for Britons and this year the Mediterranean country celebrates the 40th anniversary of the Turespana logo, The Miró Sun.

Commissioned in 1983 by Ignacio Vasallo, general director of Turespana, the Spanish tourism agency, the logo was created by Barcelona-based artist Joan Miró.

The artist, renowned for his abstract style using primary colours, insisted on creating it free of charge for his king and country. Taking inspiration from two existing works, he combined the star and sun from a poster he made in 1967 for a tribute exhibition to Picasso with the word "Spain", taken from a poster he designed to represent Spain in the 1982 World Cup.

One of a kind

As the first work of art to be used as a logo to identify a country, Miró’s sun represents Spain’s values and its many highlights.

First launched in 1984 with the advertising campaign "Spain. Everything under the sun", the logo has been used ever since by Turespana in all of its international campaigns.

It symbolises what makes Spain a must-visit destination far beyond its warm and sunny climate; its art, creativity, hospitality, gastronomy, cheerful people, culture and resourcefulness. Over the years, Spain has used the logo in different campaigns to promote these values, thanks to which it has become the fourth most-visited destination in the world.

Now welcoming more than 80 million visitors a year, many repeating time after time, Spain is popular for its pleasant weather, unique way of life as well as its diverse art, culture and nature.

Artist Joan Miró created the iconic logo

Artistic draws

With a logo that showcases its creative appeal, Spain is a haven for art lovers. It features an impressive number of Unesco World Heritage sites plus festivals and traditions declared Intangible Cultural Heritage by Unesco. Highlights include the Alhambra in Granada, which shows the splendour of the Nazari period, the last Muslim dynasty in the Iberian peninsula, and the Sagrada Familia in Barcelona, a gothic basilica designed by Gaudi.

In Madrid the Prado Museum features the most complete collection of Spanish painting from the 11th-18th centuries including masterpieces by painters such as El Greco, Velazquez, Goya and Rembrandt.

Lovers of architecture will admire the gothic Cathedral of Toledo and the Aqueduct of Segovia, one of the most important in the Roman world, while visitors keen to immerse themselves in Spanish culture and traditions can watch a flamenco show in a cave in Granada or align their visit with the Fallas festival in Valencia or the Festival de los Patios in Cordoba.

From its art and culture to its progressive gastronomy and adventurous experiences, Spanish tourism may have come a long way in 40 years but the values embodied by The Miró Sun are as strong today as when it was first created. The logo continues to represent a country whose warmth and appeal extend far beyond its climate.

Learn more about the Sol de Miró at  spain.info/en/40-anniversary

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Spain’s most famous logo by Joan Miró celebrates 40th anniversary

Spain´s logo

MADRID – On August 6, 2023, Spain´s well-known logo will have existed for forty years. It was designed by the Catalan painter Joan Miró. Despite this 40-year existence, the logo has only become more timeless with the passage of time.  

Over the years, ‘El sol de Miró’, as the logo was often called, was used by Turespaña with slogans such as ‘Everything under the sun’, ‘You deserve Spain’, ‘I need Spain’, ‘Visit Spain’, ‘Smile you are in Spain’ and ‘Spain is different’.  

Most logos or figurative marks from the 1980s and before have either disappeared or been adapted to modern aesthetic standards. Despite this, Miró’s creation remains unchanged. And not without reason: Not every country has a logo that is a work of art by one of the most important painters of the 20th century.  

‘Miro’s fried egg’  

Only once was the right to exist of the logo questioned. When the Partido Popular government took office in 1996, the Minister of Trade and Tourism wanted to replace the logo. He saw it as a legacy of the opposing party, the Socialists. Fortunately, this attempt was nipped in the bud by several – and higher – authorities. The design, then only 13 years old, was mockingly referred to as Miró’s “fried egg” by critics.  

However, it was the socialist minister Enrique Barón who got the logo through to the Spanish Prime Minister and the Council of Ministers as a tourist symbol of Spain.  

Logo positive for the image of Spain  

Now, 40 years later, it’s hard to believe that this iconic logo was once controversial. As journalist Sarah Baker noted in a 2003 New York Times article, thanks to Miró’s logo, Spain was no longer just associated with Franco, the Civil War and Don Quixote, but also with wine (like Rioja), cinema (like Almodóvar) and art (Miro himself).  

The new thing about the logo was the abstract design of Miró representing the country of Spain. The logo has been so influential that other countries, including Poland, Croatia and Turkey, chose similar abstract designs for their tourism campaigns.  

Free “for the king and the government”  

But creating this timeless logo was not without its challenges. Initially, Spain’s three greatest artists – Dalí, Miró and Tapiès – did not respond to the call to design a logo. It was the Mallorcan publisher Pere Serra who paved the way for the collaboration with Miró. In the end, the painter agreed to design the logo for free with the words: “For the King and the government, everything for free.”  

The Spain logo, still used in all campaigns of the Spanish Tourist Board Turespaña, remains a symbol that evokes pride and tradition, while also embodying Spain’s modern and dynamic character. The celebration of the logo’s 40th anniversary is a reminder of the timeless beauty and power of design and art.  

About Joan Miro  

Born in Barcelona in 1893, Joan Miró was a Catalan painter, sculptor and ceramist who is considered one of the greatest artists of the 20th century. His work is eclectic, combining elements of Fauvism, Cubism and abstract art. He uses bright colours, biomorphic forms and a personal symbol system. In the 1920s, Miró lived in Paris and became an important figure in the Surrealist movement. He is known for the innovative techniques he applied and his experiments with different materials and techniques.  

The legacy of the Catalan painter on modern art is enormous. A whole generation of artists became captivated by his work, which can be found in museums and collections all over the world. In Barcelona, his legacy is celebrated at the Fundació Joan Miró , a museum dedicated to his life and work.  

Also read: Get in touch with your inner child in Barcelona

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The best tourist board logos

Ready to travel? Here are the best tourist board logos.

Tourist board logos, including Fiji, Peru, Rotterdam, Spain, New York, Colombia, Belize and Bengal.

Tourist boards play a vital role in inspiring travellers to visit their destination, whether they’re telling you about the hottest new festivals and bars, or working with celebrities, writers and influencers to spread the word. In order to stand out and represent their country, city or region, they need an eye-catching logo: something that fits the destination and feels modern. It then gets plastered over all kinds of promotional materials, from pens and memory sticks to t-shirts and posters. 

Sometimes, they firmly fit the trends of their launch period, perhaps having a distinct ‘ iconic 80s logos ’ feel, but other times they remain relevant for decades to come – see New York or Rotterdam for proof.

We’ve picked the best tourist board logos to give you wanderlust; we looked for the best logos that feel custom-made for the destination, do something a bit different, and would look just as good on a keyring as on a billboard, whether they’re made by the best logo designer or not.

01. PROMPERU (Peru)

Peru tourist board logo in red with handwritten type

This South American country is best known for its archaeology: Machu Picchu, the mysterious Nazca lines, the circular Incan terraces of Moray, and the Temple of the Sun in Cusco. That’s why we’re not surprised to see a hand-drawn wordmark that echoes the creativity of Peru, and has been in place since 2011, courtesy of Futurebrand , for use in tourism and trade. The circular pattern on the letter ‘P’ could also make you think of a fossil, or the curve of a clay pot.

So, what else could they have chosen to incorporate? Peru’s food scene is also increasingly popular, with visitors flocking to taste ceviche (fish cooked in lime juice) and Pisco sours (cocktails with egg white), but let’s face it: those wouldn’t really work in a logo, especially if you’re trying to appeal to vegans. We’re glad they stuck to the archaeological theme and kept it simple.

02. Brand Colombia

Different versions of the Brand Colombia logo with colourful icons including a toucan and an orchid

Remarketing a country that has had political struggles isn’t easy, but Brand Colombia may have cracked it from a design perspective – this major tourism and business campaign launched in 2012, with a logo that mirrors the country’s eclectic mix. Colombian companies Sancho BBDO and Señor López were behind the identity, whilst advertising partners included JWT . 

At the time of the launch, Claudia Hoyos, from Marca País Colombia , said: "Our greatest strength is in our megadiversity… we have many regions, cultures, accents and dialects, many landscapes and different climates."

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Therefore, there are different coloured versions of the logo; as Hoyos puts it, "violet represents the variety of flowers we have, especially the orchid, our national symbol," with each region and theme represented by simple geometrical shapes, like a drum for music. Reducing Colombia to 'CO' isn’t just a case of saving space: it shows the ISO country code, recognised all over the world. However, travel industry website Skift didn’t approve, saying the new identity was "all over the place".

03. Turespaña (Spain)

Espana logo with crudely painted red sun and black star, next to vintage poster showing the original sun and star advertising an art museum

This logo for Turespaña is very much a product of its time, so it doesn’t look as effective today, but we couldn’t resist adding it to the mix – Spain even commissioned artist Joan Miró to design it in 1983. Art tourism is a huge part of Spain’s appeal, with visitors drawn to works by Picasso, Velazquez, Dali and many others, but it was a coup to get Miró on board.

Sadly, Miró was too ill to create a brand new work, so he incorporated elements of other designs to get this result, known as The Sun of Miró, which was revealed to the public in 1984 and has been used ever since. The colourway harks back to the red and yellow of the Spanish flag, while the sun emblem certainly fits the Mediterranean climate. Both the sun and the star were taken from a much earlier poster which – whisper it – was for an art museum in France. If you're in need of an art fix, don't miss our round-up of the best art books .

04. Belize Tourist Board

Belize Tourist Board logo in bright colours with toucan; range of different icons on the right to accompany it, such as a lighthouse and a fish.

How does a small central American country make its mark? With a rainbow of colour and nature-inspired details, thanks to Studio MPLS . Here, Belize uses some curved serifs at the top of its letterforms, mirrored by the diagonal first stroke of the 'e'. The overall rounded lettering mimics the number of circles the designers found in their research across the country’s wildlife, landscapes and culture. A toucan perches on the letter 'z', adding character without making the word illegible. As with Colombia, the icon is interchangeable for different regions, which have their own colour palettes; others include a lighthouse (for the Central Coast) and a tropical fish (for the reef).

The typeface has a slightly worn feel, thanks to little inner streaks letting the background show through. The logo can also be presented with the toucan seen separately, and its body and beak has some of those well-worn streaks. This rustic feel fits Belize’s nature-driven tourism, which often includes visits to the jungle and rainforests, and also the "hand-painted weathered signs" that Mike Fetrow, one of the designers, noted.

05. Tourism Fiji

Logo for Tourism Fiji with dark blue lettering that contains traditional Fijian Masi patterns in the letterforms

The current version of Fiji’s logo is a vast improvement on its 2013 attempt (which was overly simplistic, forgettable, and burdened with the bland tagline ‘Where happiness finds you’). This much more inventive wordmark, from Australian agency Host/Havas , includes repeated traditional patterns seen on Masi fabric, a Fijian craft. Each motif symbolises a village, family or community.

The Prussian blue also makes this stand out from many other logos – though tourist boards love a bit of blue, this rich shade has real depth. The designs were created by Wati Maraiwai Talavutu, a Masi artist . 

The national airline, Fiji Airways, worked with Masi artist Makereta Matmosi to revamp its logo in 2012 when it rebranded from Air Pacific. If this gives you the urge to fly, take a look at our round-up of airline logos . 

06. New York Board of Tourism (USA)

Iconic I [heart symbol] New York logo design and a later version where it was used after 9/11 and the logo says 'I [heart] NY more than ever'

It wouldn’t be fair to exclude the most iconic tourist board logo in the world. Milton Glaser’s design for New York has been replicated countless times, even though it says nothing about the city or its unique selling points – it’s simply about loving the place. There’s no trace of the skyline or attractions here; not even a nod to the city’s ‘Big Apple ’ nickname (unless the red heart reminds you of a red apple, in which case you’re probably just hungry). The lettering is set in American Typewriter, which has rounded slab serifs and feels suitably casual for the city that never sleeps. Glaser drew the sketch in red crayon back in 1976, and the original drawing can be found at New York’s Museum of Modern Art.

After 9/11, the logo was adjusted by Glaser to remind residents and tourists how strong New Yorkers can be; he changed the text to read ‘I [heart] NY more than ever’ , and gave one edge of the heart a small scorch mark; you can find this emotive design at the 9/11 Memorial and Museum. 

Glaser died in 2020, but this year we saw the logo morphed into ‘We [heart] NY’ thanks to Graham Clifford Design. We weren’t the only ones disturbed by the new look, with its cheap-looking 3D heart and thick sans-serif lettering – a misstep that Glaser thankfully never saw.

07. Experience Bengal (India)

Experience Bengal logo with multi-coloured and faceted letters in a rounded typeface. The slogan underneath says 'The sweetest part of India'.

Bengal’s wordmark has a similar feel to Belize – thankfully, there are thousands of miles between the two, as this one is in India. However, there are some precise details that mark this logo as a little bit different. The East Indian state has an incredibly colourful and modern logo that flows well and makes its mark against its competitors. It might remind you of a paint chart or a colour wheel, as each letter contains various fragmented shades.  The sloping arcs of the 'n', 'a' and 'l' stems nicely elevate the logo by dropping below the baseline, moving it away from a boring straight line to something more inventive.

So, why should Bengal be seen as colourful? In parts of West Bengal, the soil is red; meanwhile, the tea plantations and the Himalayas create dramatic scenery. The state also has its own distinct style of weaving, which appears on saris, and its own art movement, known as the Bengal School, in the early 20th century, as well as a history of Patachitra painting. If you want to apply the chosen slogan, ‘the sweetest part of India’, to Bengali food, that’s pretty colourful too – speciality desserts include amriti, which are spirals of sweet dough fried in ghee.

08. City of Rotterdam (Holland)

City of Rotterdam logo in blue and green with letter 'R' carried by flowing water

Did you guess that Rotterdam is a riverside city and also a port? This logo, covering the wider Rotterdam area, depicts a flowing river bursting through the letter 'R'. What was almost a 2D logo has been enhanced with a drop shadow on the lettering, in the same dark blue as the water, making the green façade of the letter really stand out. It has been in place since 1999, but by 2017, politician Sven de Langen called for this logo to be replaced with the city’s coat of arms and its original motto, 'Strong through struggle'. Thankfully for design lovers and modernists, this has not come to pass.

So, why else is the water theme relevant here? Rotterdam has the largest port in Europe, so water is the key to trade. Plus, many cities in the Netherlands are passionate about sustainability, and Rotterdam is no exception. There’s even a self-sufficient floating farm on the water, home to a herd of dairy cows, which attracted press coverage worldwide; plus, this year, an exhibition called Water Cities Rotterdam , developed by the Niewe Instituut and the architecture firm NLÉ. Whilst the tourism logo lettering is placed in the river rather than floating on top, it definitely shows that water is a key part of life in the city, and this design wasn’t plucked out of thin air.

For more on logos, see our best simple logos , best 20th century logos and best 90s logos roundups.

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Polly Allen is a freelance journalist and marketer based in Bristol. She specialises in travel and lifestyle journalism, including art reviews. As a marketer, she has worked for the charity sector, the travel industry, the museum sector, and healthcare organisations. 

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  • Inspiration

Spain and Spanish logos

Spanish logo with the title 'Casa Karlsen | A logo for a luxurious rentalhouse in Spain'

Show off your brand’s personality with a custom Spanish logo designed just for you by a professional designer. Need ideas? We’ve collected some amazing examples of Spain and Spanish logos from our global community of designers. Get inspired and start planning the perfect Spanish logo design today.

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El Conquistador

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Spanish logo with the title 'Spanish Casino'

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Spanish logo with the title 'Olive Oil E-commerce store in Spain'

Olive Oil E-commerce store in Spain

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Spanish logo with the title 'Create a design for a new wine and tapas bar in the gourmet capital of Ireland'

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Spanish logo with the title 'Vintage Candle Company Logo Concept'

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Spanish logo with the title 'TAPAS RESTAURANT LOG'

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Spanish logo with the title 'logo for premium business selling gourmet food and designer kitchenware/homeware '

logo for premium business selling gourmet food and designer kitchenware/homeware

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Spanish logo with the title 'Logo for Mexican / Spanish food restaurant'

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Logo for Mexican / Spanish food restaurant with a 40 year old dark-haired Mexican woman with bright colors

Spanish logo with the title 'Logo for a Meat producer'

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The logo revolves around a bold Taurus to hint at the company's Spanish background. Sol means sun in spanish, combining the two elements, I came up with a impactful and memorable design.

Spanish logo with the title 'Spanish Coastal restaurant Logo design'

Spanish Coastal restaurant Logo design

Logo design for Spanish Coastal Cuisine restaurant. 1559 was the year that Spanish Explorer; Don Tristan de Luna landed and settled in Pensacola, FL. The Restaurant is mostly wood and looks like the hull of an early Spanish Galleon Sailing ship.

Spanish logo with the title 'Music On Boat - Logo Design'

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Spanish logo with the title 'Habla Español? Call us if not speak yet.'

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New brand for the Spanish language studio. The idea was provided by the client - its Spanish "ñ" letter. The logo will be in use with both versions: the whole wordmark logo and separate "ñ". I choose my own elegant mosaic multilevel technique to implement the figure awesome, unique and memorable. With classic semi-bold Helvetica it looks amazing.

Spanish logo with the title 'Obstacle Course Race'

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Spanish logo with the title 'Logo for retreats, coaching and lifestyle products brand'

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Spanish logo with the title 'Logo for dream homes in Mallorca, Spain.'

Logo for dream homes in Mallorca, Spain.

Capricorn is a real-estate business but its logo should represent a capricorn, of course. I've wanted for this design something unique that should not look like the capricorn sign that we're all familiar with. I think I've completed my task with it. It's a winner!

Spanish logo with the title 'Slick Logo for Hip Hot Sauce Brand #1 '

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Spanish logo with the title 'MarSal'

MARSAL in Spanish means sea salt, an image that contains the sea, the sun and the sun's rays composed of small grains of sea salt, for this company that focuses its products based on sea salt for the benefits of the mineral content present

Spanish logo with the title 'ACARUCA'

It is a company from Cadiz, Spain, that offers a digital platform dedicated to the offer of accommodation to individuals and tourists through which the hosts can advertise and contract the rental of their properties with their guests; Hosts and guests can rate each other as a reference for future users.

Spanish logo with the title 'zuave vine labell'

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Spanish logo with the title 'LangMonster logo'

LangMonster logo

We teach people how to learn spanish by using most frequently used words in the language and providing them movies and youtube videos that meet their level of the language.

Spanish logo with the title 'Logo for dialegre'

Logo for dialegre

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Spanish logo with the title 'Spanish Crown your language experince'

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Spanish logo with the title 'A logo that will be featured in thousands of Spanish-language ebooks'

A logo that will be featured in thousands of Spanish-language ebooks

LIBRO.ORG is a volunteer-driven project that produces new editions of public domain ebooks in Spanish that are lovingly formatted, open source, free of copyright restrictions, and free of cost. Libro means book in Spanish.

Spanish logo with the title 'Logo Concept for a Dump Service'

Logo Concept for a Dump Service

My submission for a Mini Dump Service company, inspired by a mexican/spanish characters

Spanish logo with the title 'Logo for Spanish-themed bar'

Logo for Spanish-themed bar

Playful type is arranged to make smiling face which welcomes you and says Hola. Star between "h" and "o" symbolizes sun which makes connection with warm welcome and sunny Spain. Yellow and red colors are used to add Spanish details and make connection with colors of Spanish flag.

Spanish logo with the title 'Vibrant Logo for Spanish Language School'

Vibrant Logo for Spanish Language School

My thoughts on this design was to make use of simple, recognizable shapes while still making space for vibration, colour and the variety of text layers. The CMYK colour profile came from the idea of individually applicable pieces (like puzzle) that stands either alone or in increasing numbers, hence the possibilty to 'tailor your own lessons'. This idea also refers to the notion of different learning methods when acquirering new skills, such as a foreign language. I hope you like it.

Spanish logo with the title 'Stunning Logo Spanish Language-Learning Vlog and Blog'

Stunning Logo Spanish Language-Learning Vlog and Blog

The CH wants a logo that has a Mexican flair since live in Arizona and her travel to Mexico very often. So her focus will be mostly on Mexican Spanish. The CH like Flowers, Cactus, and Frida Kahlo style. The logo needs pops of color but that will also look good in black and white.

Spanish logo with the title 'Photography Studio'

Photography Studio

Spanish logo with the title 'pie spain'

El Gordo is a company specialized in cheese and salami of the highest quality. The logo was developed thinking of communicating to clients the area of ​​activity of the company. For this we created a circular identity with sketches of the products sold.

Spanish logo with the title 'Retro, provence-style logo for olives stand'

Retro, provence-style logo for olives stand

Hand-drawn picture to be used as logo (unfinished)

Spanish logo with the title 'Equipo DAR-A'

Equipo DAR-A

Spanish logo with the title 'Language learning for kids'

Language learning for kids

Spanish logo with the title 'Logo Super Coplero'

Logo Super Coplero

Logotipo fresco, divertido y dinámico, con personalidad propia y connotaciones españolas. Aplicable a diferentes fondos oscuros y claros. Ilustración propia. Logo totalmente vectorial.

Spanish logo with the title 'Mascot Logo'

Mascot Logo

Spanish logo with the title 'Big Tex Run'

Big Tex Run

This is a 5k and 10k in the Dallas Texas area around the time of the Texas State Fair. "Big Tex" is an icon in the area. It's a fun event where we will have Sponsors and post event activities.

Spanish logo with the title 'Logo concept for a Spanish restaurant '

Logo concept for a Spanish restaurant

Spanish logo with the title 'Logo design for HastaTuPuerta.com'

Logo design for HastaTuPuerta.com

HastaTuPuerta.com is a online store that send their products to all the world. Their audience is mainly spanish speakers.

Spanish logo with the title 'Cine Español'

Cine Español

Spanish logo with the title 'Home decor brand'

Home decor brand

Spanish logo with the title 'Logo for a Boutique Hotel'

Logo for a Boutique Hotel

In the shape, I thought to include both sun and sea without it being cliché. Also, I wanted to add that rustic element to the logo with the chalk line. I thought of also using a chalk texture for the font - which can still happen. This logo can be seen clearly on any texture (wood, stickers, printing, clothing, surfboards). It is a memorable shape with a bright color scheme that nods to both retro and modern logos.

pieman by E-T

Spanish logos not a good fit? Try something else:

It all starts with a spanish logo.

Whether you're brand new or on brand two (or three!), we've got a solution that'll suit your business and elevate your branding.

Examples of various logo designs created using logomaker

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Create your Spanish logo design in minutes. It's fast, free and oh-so-easy. The perfect way to get started, or use it as inspiration for our designers to level up your branding.

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What makes a good Spain and Spanish logo?

A great logo shows the world what you stand for, makes people remember your brand, and helps potential customers understand if your product is right for them. Logos communicate all of that through color, shape and other design elements. Learn how to make your Spanish logo tell your brand’s story.

Spanish logo with the title 'Logo for Spanish speaking church'

Types of logos There are 7 different types of logos. They’re all a combination of image and typography, but each gives your brand a distinct feel... Keep reading
Logo colors Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers... Keep reading
Logo shapes The shape of your logo can tell customers if your company is friendly or serious, scientific or artistic, traditional or cutting edge... Keep reading

Logo

International advertising campaign

Since 1984, the image of the Marca España tourism brand has been associated with the famous Sol de Miró, the Spanish tourism logo that has since been used in the advertising campaigns organised by Turespaña. This logo was created in 1983 by Joan Miró, who offered it free of charge to the Spanish government for the promotion of Spain abroad. It continues to serve as a global benchmark, having been imitated by a variety of countries. Between this logo being adopted and the launch of the current “Spain is part of you” campaign in 2017, nine advertising campaigns were launched communicating a modernised image of Spain to turn it into a leading tourist destination. Until the end of the 1960s, advertising was aimed mainly at cultural tourism, visitors from upper classes, rather than a specific seasonal or geographical location. These were the years of “Spain is different”, a slogan that has become legendary in the history of advertising in our country. Subsequently, and until practically the end of the 70s, advertising focussed in particular on sun, sand and partying, pursuing a more recreational and popular form of tourism.

The concept

“You Deserve Spain” is a campaign that takes up the “Te Mereces España” concept, with a renewed approach adapted to the current times. It has been designed with the economic recovery of the sector in mind, with a view to maintaining Spain's leadership as an international tourist destination. With this in mind, its creativity appeals to the positive emotions and unique moments experienced when enjoying an unforgettable holiday in our country, because now you deserve Spain.

Campaign image

Target audience and campaign pieces

The target audience of You Deserve Spain can be divided into 4 large groups: families with children, seniors, young people and adults without children. This “multi-destination” campaign depicts the protagonists of the creative pieces in different settings in our country: Mediterranean beach, natural landscape, coastal town, heritage city, major urban hub, Camino de Santiago, etc. The campaign also encompasses multiple products and segments: food and wine, culture, road trips, sports, premium tourism, nightlife, LGTBI. The campaign maintains the typeset and “look & feel” of the original You Deserve campaign, adding new colours in line with the target audiences, destinations and products. It consists of 16 graphics or visuals in vertical and horizontal formats, 4 videos aimed at the different target audiences lasting 20 minutes and 25 short 6“/10” videos, specially designed for digital media, which enhance the notoriety of the brand and are easy to remember.

Global advertising strategy

As part of its global advertising strategy, Turespaña will develop three types of campaigns in 2023 with well-defined objectives that encompass the entire funnel. Firstly, Branded Content campaigns or promoted content in leading media aimed at Premium target audiences. The aim of these is consideration. Secondly, the You Deserve Spain and Anniversary Picasso campaigns, both consideration as the objective. Finally, the Coop campaigns in collaboration with OTAS/Tourist Platforms and different Spanish destinations, which have a clear conversion objective.

Campaign image

Deployment of the campaign

As part of the 2023 advertising campaign deployment calendar, You Deserve Spain can be divided into two phases. The first, in March-April, is aimed at “early bookers”, in particular families with children in the British market. Subsequently, the Late Summer campaign focuses on the autumn season and is aimed at couples without children, seniors and young people in the North American and LATAM markets.

You Deserve Spain

Other links

  • e-Office portal
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  • Registry Assistance Office

Welcome to the website of the ministry of industry and tourism

banner Semana Administración Abierta 2023

European funds

EU Recovery Plan

spanish tourism logo

Strategic projects: PERTE

PERTE VEC - Agri-food sector - Naval sector

spanish tourism logo

Aid to the gas intensive sector

Direct aid to gas intensive industry

spanish tourism logo

Hereu: “We will present the roadmap of the Sustainable Tourism Strategy 2030 at the next Spanish Tourism Council”

Jordi Hereu, Minister of Industry and Tourism, opened the meeting of the UN Tourism Executive Council...

spanish tourism logo

Hereu opens the Barcelona Tourism Convention and announces €96 million in funding for the digital transformation of the tourism sector

Of the €96 million, €33 million will be allocated to councils, inter-island councils and island councils, €57...

spanish tourism logo

The Ministry of Industry has released for public consultation the framework for the PERTE Agroalimentario II, which is backed by €100 million in funding 

This time, the allocation process will follow a simple application procedure, ensuring faster disbursement of...

spanish tourism logo

The Official State Gazette publishes the call for grants endowed with €96 million for tourist destinations to deploy Smart Destination Platforms.

The project execution deadline is extended until June 2026. Single-province autonomous communities may apply...

Portal_Avisos_Destacados

Information note on support measures for the gas intensive industry.

Article 3 of Royal Decree-Law 6/2022 of 29 March.

Nota informativa sobre las medidas de apoyo a la industria gas intensiva [PDF] [258 KB]

Institutional actions.

Information on Institutional actions.

Actuaciones Institucionales

Información sobre actuaciones Institucionales.

Strategies and policies

to promote competitiveness, sustainability and traceability of the agri-food sector.

spanish tourism logo

Spain's Sustainable Tourism Strategy

of the transformation of Spanish tourism.

spanish tourism logo

Connected Industry 4.0

Promote the digital transformation of Spanish industry through joint and coordinated action by the public and private sectors.

spanish tourism logo

HUGE Industrial Decarbonisation

for the transition towards more environmentally friendly industrial models and processes.

spanish tourism logo

Ministry Services

Electronic office.

To access the electronic services of Industry and SMEs, Trade and Tourism.

Citizen services

General information, how to contact and complaints and suggestions.

General Register

Submission of letters and communications to the Ministry's Registries.

spanish tourism logo

Public Participations

in draft regulations.

of the Ministry of Industry, Trade and Tourism.

Create your company

Information and tools for entrepreneurs and SMEs.

spanish tourism logo

Industrial economics magazine

Specialised quarterly publication.

spanish tourism logo

Institutional campaigns

spanish tourism logo

Departamento de Seguridad Nacional - Presidencia del Gobierno 2022

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spain-turism

Spain turism logo promotión

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Banner Reactivatur. Support for the tourism sector

Press office

spanish tourism logo

Tourism | 6/11/2024

Hereu: “We will present the roadmap of the Sustainable Tourism Strategy 2030 at the next Spanish Tourism Council”

spanish tourism logo

Tourism | 6/6/2024

The Official State Gazette publishes the call for grants endowed with €96 million for tourist destinations to deploy Smart Destination Platforms.

spanish tourism logo

Tourism | 6/4/2024

Execution periods have been extended for tourism projects in the Balearic Islands, Canary Islands, Ceuta and Melilla for maintenance and rehabilitation of historical heritage for tourist use

Tourism | 6/3/2024

International tourist spending increases by 22.6% in the first four months and reaches €31.5 billion

  • On the survey of the european commission for a more sustainable tourism, digital and resilient Keep reading

The sectoral conference on tourism of 17 february 2022 has approved the convening of the third regular edition of the programme of Tourist Destinations in Sustainability

  • The free courses Host tourism launch new programming Keep reading
  • Open the regular edition 2021 of Tourist Destinations in Sustainability Keep reading

spanish tourism logo

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spanish tourism logo

The España country logo is designed by famous Spanish artist Joan Miró. Miró designed a splashy, sunny national emblem to promote tourism.

As New York City was the first city, Spain was the first country having a promotional logo.

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Spain's Ailing Tourism Sector

Spanish tourism.

Considering its pleasant climate, sandy beaches and culturally rich cities, it’s no surprise that Spain is one of the most popular travel destinations in the world. As such, the country has come to rely heavily on tourism economically, making it particularly vulnerable to the current crisis.

According to data from the World Travel and Tourism Council, 14.3 percent of Spain’s GDP was directly or indirectly linked to travel and tourism in 2019 – the second highest percentage among the world’s top 15 economies . This makes the current situation all the worse, as international tourism came to a standstill in 2020 due to travel restrictions put in place to limit the spread of the novel coronavirus.

Despite reopening to (some) international tourists on June 21, Spain's vast tourism sector has yet to recover from the initial shock as millions of travelers cancelled their holidays, feeling uneasy to board a plane or sit in a café with fellow tourists. After July and August saw the return of at least some foreign visitors, case numbers started to rise again across Europe, effectively ending the tourism season in September. As the Spanish National Statistics Institute reported on Tuesday, less than half a million international tourists visited the country in November, down 90 percent from the same period in 2019. In total, Spain welcomed 18.3 million international visitors from January through November 2020 - a 77 percent drop compared to the previous year.

Unsurprisingly, the absence of tourists has translated into a heavy financial loss for the country so reliant on travelers. From January through November, foreign tourist spending amounted to $22.8 billion this year, down 76 percent from $95.7 billion in 2019.

Description

This chart shows international tourist expenditure in Spain from January through November of the respective year.

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Infographic: Spain's Ailing Tourism Sector | Statista

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International assistance to Afghanistan needs to adapt to the ‘new normal’

As we approach the third anniversary of the change of leadership in Afghanistan, it is high time for donors to move from a reactive strategy to a proactive one.

Alexander Matheou

Trucks painted bright blue, yellow, and purple dot the arid emptiness of Spin Boldak in southern Afghanistan. Their roofs are laden with the entire possessions of families who have returned from Pakistan after decades of displacement. Hundreds of thousands have preceded them in recent months following a ruling that undocumented migrants must leave or face deportation. Most have never been to Afghanistan before. They must build new lives from scratch.

Many are so poor that they don’t know where their next meal is coming from. They certainly don’t have the capital needed to start a livelihood. When they arrive in Spin Boldak, they receive medical care, some food, and a little cash from humanitarian agencies. They are grateful, but when I ask them what they want, they all underline the same thing – jobs, start-up capital – a chance to survive economically.

Keep reading

Gunmen kill four, including three spanish tourists, in central afghanistan gunmen kill four, including three ..., photos: malnutrition threatens future afghan generations photos: malnutrition threatens future ..., photos: tourist numbers up in post-war afghanistan photos: tourist numbers up in post-war ..., taliban ban on girls’ education defies both worldly and religious logic taliban ban on girls’ education defies ....

Very few will get such help. Not because humanitarian agencies don’t want to support them but because international aid in Afghanistan is still largely geared towards survival, not resilience. This is true for returnees from Pakistan and for responses to floods and earthquakes. As a result, there is a growing divergence between donor strategies and the expressed needs of Afghans facing climate and poverty-related exclusion and displacement risks.

That there is divergence is not surprising. Many of the major donors of international aid are from Europe and the United States. Memories of conflict are still fresh. On top of that, clashes in values with Taliban authorities, particularly regarding access to work and education for women and girls, make tension inevitable and necessary.

What is disappointing though is that the framing of much international assistance remains essentially negative, the emphasis being on not helping the Taliban. Whereas, what is needed is a people-first, positive framing that asks what institutions, structures, skills, and attitudes are most likely to contribute to sustained wellbeing and peace in Afghanistan, given the specificity of the context.

Some will protest that such a framing is impossible while half the population is excluded from education and the workforce. There are two main flaws to this argument.

The first is that it is not entirely true. While restrictions on women are unacceptable and severe, there are exceptions and workarounds that can support women, and these are opportunities to help.

The second is that restricting aid hurts everybody, including women and girls, who, as well as aspiring for themselves, also want their fathers, brothers, and husbands to have an income and an education. In other words, everybody loses from non-engagement, including those the nonengagement is intended to support.

What would a more positive framing consist of in practice?

For a start, it would consider the institutional capacity in Afghanistan to provide social protection and opportunities for its citizens rather than focusing on parallel, international structures. For the International Federation of Red Cross and Red Crescent Societies, this means supporting the country’s leading national, humanitarian institution – the Afghan Red Crescent. But there are plenty of other institutions critical to the well-functioning of the country that would benefit from support too.

Second, it would think long-term. Instead of endlessly emphasising an urgent need for food, it would design support aimed at livelihood recovery and job creation, for men and women. This is not an assertion that relief aid is never needed, only that it should be supplementary to a strategy of promoting household economic independence. This is far from where we are now.

Third, it would invest in the country’s capacity to cope with the endless climate risks. Heavy rains and flooding have killed dozens of people in both southern and northern provinces of Afghanistan over recent weeks. Cattle, agricultural land, trees, and bridges have been destroyed, pushing thousands of some of the world’s poorest people into destitution.

Relief aid is needed, but so are check dams and early warning systems. Yet such development support that may provide sustainable protection remains unacceptable to many donors who see it as somehow aiding the de facto authorities. Such policies are helping no one.

Fourth, it would focus on all possible learning opportunities. There is rightly indignation at the lack of secondary education for girls, but we should not give up on learning altogether. Every feasible opportunity for alternative education, vocational education, skills development, and learning should be supported for both men and women. Of all the crises Afghanistan is experiencing, the least visible and most severe may well be a mental health crisis rooted in trauma from the past and a lack of hope in the future. Relief aid is a weak strategy to address that. Supporting self-development is a strong one.

Finally, even a new framing must distinguish between engagement and endorsement. There are many good reasons why endorsement is problematic, but engagement to enable the right sort of investment that works in the best interests of the people of Afghanistan is critical.

After August 2021, many donor countries didn’t know how to respond to the shock of the change in leadership in Afghanistan. To their credit, some continued to respond to humanitarian imperatives even if they did hold back any development financing and engagement.

As we approach the third anniversary of the Taliban’s return to power, and begin to witness a relatively stable “new normal” under the Islamic Emirate of Afghanistan leadership, it is time for more donors to move from a reactive strategy to a proactive one. One that aims, as much as possible and despite daunting challenges, to lay foundations not just for bare survival, but for wellbeing and hope.

The views expressed in this article are the author’s own and do not necessarily reflect Al Jazeera’s editorial stance.

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Tourism boom to lift Spain's economic growth to 2.3%, central bank says

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Tourists help Spain's economy outstrip EU peers but also stir resentment

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COMMENTS

  1. 40 years of the Sol de Miró logo. Spain's tourism brand

    The 25 years of the Spanish tourism logo are celebrated with a specific campaign developed alongside the generic campaign. A "journey through time" in which tourists from 25 years ago enjoy today's Spain. I need Spain / 2010-2016.

  2. Spanish Tourism

    Tourist information about Spain: art, culture, museums, monuments, beaches, cities, fiestas, routes, cuisine, natural spaces in Spain | spain.info

  3. Turespaña

    Logo. In 1983, the Secretary of State for Tourism commissioned painter Joan Miró the creation of a logo for the corporate identity of Spanish tourism. Since Miró was no longer in good health, they agreed to use elements from previous works rather than create a new one from scratch.

  4. TTG

    Spain has long been a top holiday destination for Britons and this year the Mediterranean country celebrates the 40th anniversary of the Turespana logo, The Miró Sun. Commissioned in 1983 by Ignacio Vasallo, general director of Turespana, the Spanish tourism agency, the logo was created by Barcelona-based artist Joan Miró.

  5. Spain´s logo is 40 years old

    The Spain logo, still used in all campaigns of the Spanish Tourist Board Turespaña, remains a symbol that evokes pride and tradition, while also embodying Spain's modern and dynamic character. The celebration of the logo's 40th anniversary is a reminder of the timeless beauty and power of design and art. About Joan Miro

  6. Tribute to Joan Miró's 1983 Logo (Symbol for Tourism in Spain)

    An original idea from Sosa Betancor & Mau MorgóProductora O Estudio CreativoThis is the homage they devised.The story about the logo that Joan Miró created f...

  7. Past international tourism advertising for Spain

    Since 1984, the image of the Marca España tourism brand has been associated with the famous Sol de Miró, the Spanish tourism logo that has since been used in the advertising campaigns organised by Turespaña. This logo was created in 1983 by Joan Miró, who offered it free of charge to the Spanish government for the promotion of Spain abroad.

  8. Marketing and Communication. Spain's tourism brand

    Since 1984, the image of the Spanish tourism brand has been associated with the famous Sol de Miró, the logo of Spanish tourism... See more. Digital marketing. The key objective of TURESPAÑA's digital marketing strategy is the re-positioning of Spain as an attractive tourist destination...

  9. Turespaña: who are we? Secretary of State for Tourism

    TURESPAÑA is the public body, attached to Spanish Ministry of Industry and Tourism through the Secretary of State for Tourism, responsible for the promotion of Spain as a tourist destination in the world. Mission. Make Spain the most sought-after destination in the world, and turn into a leading destination for environmental sustainability ...

  10. National Tourist Board (Spain)

    Recently I saw this logo used on a plain white flag, in presentations, abroad and at home, of the said Spanish Tourist Board. Example of such use can be seen in this photo, taken at the Spanish booth of a language-tourism trade fair in Lisbon, 2007. Note the parallel use of the Spanish national flag. António Martins-Tuválkin

  11. Intriguing maps show the wild fonts used in tourism logos

    Turespaña, the Spanish tourism board, has used the vibrant Sol de Miró logo created by the artist Joan Miró for 40 years, since 1983. Now, thanks to a trend on Reddit, we have maps that allow us to travel the world virtually and compare the typographical choices of different tourism boards. The map above, shared by humanasteroid, compares ...

  12. The best tourist board logos

    The logo can also be presented with the toucan seen separately, and its body and beak has some of those well-worn streaks. This rustic feel fits Belize's nature-driven tourism, which often includes visits to the jungle and rainforests, and also the "hand-painted weathered signs" that Mike Fetrow, one of the designers, noted. 05. Tourism Fiji

  13. Tourism in Spain

    Tourism sector in Spain - statistics & facts. Spain is an established tourism market in Europe - the region with the most tourist arrivals worldwide - and globally. In 2022, Spain registered ...

  14. See All the Tourism Logos Used by U.S. States and Countries

    Reddit user Dremarious put together a map featuring the tourism logos for all 50 U.S. states, allowing us to conveniently compare their designs. The logos range from serious to playful. Many are produced in all caps, like Texas, Maine, Alaska, and Montana. There are also a couple of states that mix up upper and lowercase letters to be whimsical ...

  15. Spain And Spanish Logos

    Logo design for Spanish Coastal Cuisine restaurant. 1559 was the year that Spanish Explorer; Don Tristan de Luna landed and settled in Pensacola, FL. The Restaurant is mostly wood and looks like the hull of an early Spanish Galleon Sailing ship.

  16. International advertising campaigns for tourism in Spain

    International advertising campaign. Since 1984, the image of the Marca España tourism brand has been associated with the famous Sol de Miró, the Spanish tourism logo that has since been used in the advertising campaigns organised by Turespaña. This logo was created in 1983 by Joan Miró, who offered it free of charge to the Spanish ...

  17. Ministry of industry and tourism

    Execution periods have been extended for tourism projects in the Balearic Islands, Canary Islands, Ceuta and Melilla for maintenance and rehabilitation of historical heritage for tourist use. The aim is to make the requirements more flexible in order to contribute to greater and improved implementation of... 6/4/2024. The Ministry.

  18. spain-turism

    Spain turism logo promotión. Download the vector logo of the spain-turism brand designed by in Adobe® Illustrator® format. The current status of the logo is active, which means the logo is currently in use. Downloading this artwork you agree to the following: The above logo design and the artwork you are about to download is the intellectual ...

  19. Ministry of industry and tourism

    International tourist spending increases by 22.6% in the first four months and reaches €31.5 billion. Tourism 5/31/2024.

  20. España (1983) logo

    The España country logo is designed by famous Spanish artist Joan Miró. Miró designed a splashy, sunny national emblem to promote tourism. As New York City was the first city, Spain was the first country having a promotional logo. 4.1 /10.

  21. Chart: Spain's Ailing Tourism Sector

    As the Spanish National Statistics Institute reported on Tuesday, less than half a million international tourists visited the country in November, down 90 percent from the same period in 2019. In ...

  22. Travel Phrasebook

    About this app. The "Travel Phrasebook" app has many useful foreign phrases and words (e.g., "Thank you!", "How much?" or "A table for two, please!"). When you tap a phrase, the app speaks it aloud. There is no guessing as to how to pronounce the words. And if the app is talking too quickly for you, simply tap the snail icon to ...

  23. Tourism logo

    Translations in context of "Tourism logo" in English-Spanish from Reverso Context: Simply search for the Green Tourism logo, select and book accommodation and enjoy your holiday.

  24. Help Center

    Tips for travel with little ones; Traveling while pregnant link opens in new window Safe travel tips with a baby on the way; Minors traveling alone link opens in new window Policies and procedures for young children traveling on their own; Baggage for infants link opens in new window What you can bring on board for free and what you need to check

  25. International assistance to Afghanistan needs to adapt to the 'new

    As a result, there is a growing divergence between donor strategies and the expressed needs of Afghans facing climate and poverty-related exclusion and displacement risks. That there is divergence ...

  26. Tourism boom to lift Spain's economic growth to 2.3%, central bank says

    Spain's booming tourism industry will buoy the country's overall economic growth rate to a solid 2.3% in 2024, much higher than its European Union peers, the Bank of Spain said on Tuesday.