Empirical evaluation of the new Haiti DMO logo: Visual aesthetics, Identity and Communication implications

In 2012, the Ministry of Tourism of Haiti decided to change its Destination Marketing Organisation (DMO) logo. By conducting a survey amongst Haitians and non-Haitians, this study took advantage of the change to assess the new logo’s rebranding performance compared to the 1939 DMO logo. Using a Factor Analysis, three attributes were identified: ‘Visual Aesthetics’, ‘Cultural Identity’ and ‘Information about Destination’. Using these attributes as dependent variables, a 2 (Logos) x 2 (Ethnicity) factorial design indicated that ‘Information about Destination’ appeared to be the most poorly rated characteristic, ‘Visual Aesthetics’ in the new Logo was improved albeit its ‘Cultural Identity’ was somewhat compromised. A Conditional process analysis confirmed that both ‘Visual Aesthetics’ and ‘Cultural Identity’ moderated the effect of Logo on ‘Information about Destination’. Although Haitians and non-Haitians exhibited the same general pattern of appreciation, subtle differences were apparent. A pictorial analysis, with emphasis on colour symbolism, offers a possible explanation of the new logo’s weakness in conveying Haiti’s cultural identity. Implications for a DMO logo repositioning are considered.