What is the Isle of Wight saying?

The new Isle of Wight brand is the result of a large scale project undertaken by IWEP and the Brand Development Group. Although the project has resulted in the creation of a new logo for the Island our brand is about more than this. The research has helped us to articulate what makes the Isle of Wight a special place for the people who live and work here, enabling us to create a core thought and 4 brand values that encapsulate these qualities for the people and the businesses that we want to encourage onto the Isle of Wight.

Our brand coordinates

We have developed four adjectives that in combination help to sum up what is special and different about the Isle of Wight. Some might call these our brand values but we have used the term 'coordinates' as these words help to position us in the minds of all our audiences. The brand coordinates set the direction and provide the springboard for any piece of brand communication work we do. They are designed to work across both business and tourism activity.

Beautiful
This coordinate expresses the natural beauty of the landscape and the balance, harmony and quality of life that can be achieved on the Isle of Wight. It makes a virtue of the natural environment - and makes evident in our brand the vast swathes of the Island that are Areas of Outstanding Natural Beauty.

Stimulating
This coordinate focuses on the abundance of healthy activity available to all on the Island. It encompasses the quality of natural light and the uplifting effect that the environment has on our spirits. As a coordinate it adds a sense of vitality and energy to our brand that can be seen in our character and in the types of businesses that flourish here.

Resourceful
This coordinate is based on the natural resourcefulness of both our Island and our people. It is a characteristic shared by many Islanders who make the most of the environment around them. It can be seen in the enterprising attitude of our business community and the character and commitment shown by our sportsmen and women. It brings a level of toughness to our brand personality.

Connected
This coordinate expresses the importance of relationships to the Island and it focuses on the way in which things work on the Isle of Wight. It encompasses both the dynamic technologies of the Island and the importance of human relationships to the flow of business. It explains why things seem to happen more easily on the Island. As a word it also brings a sense of modernity and dynamism to the brand personality.