Pembrokeshire unveils its new brand identity

October 15, 2021 | Activities Abroad

Visit Pembrokeshire is delighted to announce the launch of its new brand for Pembrokeshire. Designed to build awareness of what makes Pembrokeshire so special, the new brand will support the Destination Management Organisation’s (DMO) aim to develop tourism in the most responsible and sustainable way possible.

Recognising that numerous confluences help to define and differentiate Pembrokeshire from other destinations, Visit Pembrokeshire’s marketing agency, mr.h, has ensured that these elements have been carefully considered within the new brand framework.

A new logo which accompanies the brand make-over has been inspired by the creative and artistic local essence of Pembrokeshire and reflects the free-spirited nature of the brand personality. The colours echo the changing seasons, and the movement of the sea, the tides and the air has also been represented within the new brand ‘knot’: a nod to the region’s strong Celtic connections.

The new branding is simply ‘Pembrokeshire’ (with ‘visit’ no longer part of the logo), to reflect how the destination provides more than just a drop-in visit – it offers a well-rounded, immersive and life enhancing experience to those who seek it. The purple/grey font of the word ‘Pembrokeshire’ pays homage to the local slate, a natural material, part of the environment, that is visible throughout much of the county.

The logo is available in English, Welsh and bilingual formats.

Bringing the new branding to life, an uplifting animated video has been created, working with talented local artists Diana Budge and Gemma Green-Hope. It depicts, artistically, key locations and experiences within Pembrokeshire. View the brand video here:

Businesses and organisations across Pembrokeshire will be encouraged to engage with the brand and to help them do so they will have access to an image library with inspiring photography, together with a brand toolkit providing guidance on brand values, messaging, typography and colour palettes.

Says Emma Thornton, Chief Executive, Visit Pembrokeshire: “We are absolutely delighted to unveil Pembrokeshire’s new branding today. This is a shared brand for Pembrokeshire which we want all in Pembrokeshire to feel part of. It’s an exciting step forward as part of our 2020-25 Destination Management Plan to ensure that tourism in Pembrokeshire benefits everyone, both personally and from a business perspective, in a way that is both responsible and sustainable.”

For further details, or to become a member of Visit Pembrokeshire, please visit

Notes to editors:

Visit Pembrokeshire is a trade-led organisation; it specialises in tourism leadership and advocacy, destination marketing, campaign and project delivery, industry liaison and support, research and intelligence, plus event support. Headed up by Chief Executive Emma Thornton and a board of nine directors, the Visit Pembrokeshire team is based in the Pembrokeshire Tourism offices at Llanion Cove, Pembroke Dock.

Visit Pembrokeshire’s new marketing campaign is being funded in part through the Enhancing Pembrokeshire Grant, and aims to grow tourism in Pembrokeshire in a sustainable way.

Visit Pembrokeshire’s new logo can be downloaded here:

Press:  For further information or high-res images, please contact Julia Farish, Lizzie Cooper or Sue Ockwell at  Travel PR on 07786 006 514/ 07772 136 027 / 07831 126 356 or / /