The History of Destination Queenstown in Logos

From beginnings as a local promotion bureau to a global, regenerative-tourism brand, the evolution of Destination Queenstown’s logo traces the journey of a place and its people. Each design seeks to encapsulate Queenstown’s essence, and together, these evolutions offer a visual snapshot of the region’s identity over time - while drawing on core elements, such as its landscapes and the community's spirit, that remain constant and define what makes Queenstown truly special.

The Early Days  of Queenstown Promotion Bureau  - 1985

In 1985, the Queenstown Promotion Bureau was founded, employing one person with voluntary membership and no funding, with a mandate to market the region to visitors. The branding of the time was bold and print-driven.

Transition to Destination Queenstown - 1996

In 1996, the organisation’s name changed to “Destination Queenstown” to emphasise a broader destination-marketing role. The branding shifted to incorporate illustrative elements of mountain peaks and a winding river to reflect Queenstown’s unique alpine landscape. Alongside the branding, a new tag line, ‘Simple Remarkables was established.

A black and white version of the logo was also created, providing a timeless, versatile option for print and formal applications.

New Identity & introduction of ‘Pure Inspiration’ - 2000s - 2015

In 2001, Destination Queenstown launched its website as a strategic move to enhance the region's visibility and accessibility in an increasingly digital world, alongside a new outward-facing name and logo - Queenstown New Zealand.

Various iterations followed over the years, adapting to evolving design trends and the growing ambition of the organisation. In 2007, Destination Queenstown introduced the positioning “Pure Inspiration” to capture the breadth of the Queenstown experience. As the team at the time explained, “Pure inspiration really allows every individual to put themselves into that picture. We avoided using things that defined us as one thing or another.”

Brand Evolution & ‘Feel the Inspiration’ Development - 2015

In 2015, Destination Queenstown undertook an extensive brand evolution, refreshing its visual identity and tagline to invite audiences to “feel the inspiration.” Extensive research underpinned the development of four core brand pillars: Queenstown’s sense of escape, majestic landscapes, warm and welcoming spirit, and vibrant energy. 

The logo, known as the “Heartbeat,” drew inspiration from the energy of Queenstown and the excitement the destination evokes. Its form referenced the iconic Remarkables mountain range, while the colour palette reflected the seasonal changes and vibrancy of the region.

Launch of Home of Adventure - 2020

In 2020, Destination Queenstown launched the “Home of Adventure” proposition to reinforce the region’s identity as a premier destination for adventure tourism. While the logo remained unchanged, the tagline was developed to better capture Queenstown’s rich history of adventure, innovative spirit, and wide range of experiences, appealing to all tastes, tempos, and temperatures.

The proposition reflects the idea that adventure in Queenstown is multifaceted and encompasses everything from adrenaline-fuelled pursuits to quieter, transformative experiences, and the brand invites visitors to go further and experience a version of themselves they’ve always wanted to be.

In an interview, Destination Queenstown's interim chief executive at the time, Ann Lockhart, said Queenstown was founded by adventurers, and to this day, the love of adventure is a common thread that defines the people of Queenstown. “Our unique proposition as the Home of Adventure is anchored in our essence and transcends barriers to connect and motivate travellers. From the adrenaline activities that have put Queenstown on the map for decades, to family adventures that allow young ones to discover new things, and exploring the great outdoors - Queenstown is made for self-discovery,” says Ms Lockhart.

Aligning Identity with Purpose - 2024 - Present

In 2024, Destination Queenstown introduced a visual refresh to continue building a strong and authentic brand. This update was not a full rebrand but a deliberate evolution, aligning it with the region’s broader regenerative tourism strategy, where every visitor experience is designed to be meaningful, while also supporting the local community and protecting the environment.