Skip to main content

Lord Howe Island has unveiled a fresh new brand identity designed to capture the essence of one of Australia’s most treasured destinations.

Centred on the tagline “Pure. Wild. Timeless.”, the new look aims to reflect the island’s natural beauty, grounded rhythms and five-star moments, while celebrating the deeply held values of its close-knit community.

A UNESCO World Heritage-listed destination, Lord Howe Island welcomes just 400 visitors at any one time, offering a rare sense of exclusivity. From the world’s southernmost coral reef and 11 pristine beaches to iconic day hikes and unique outdoor adventures, the island has been delighting travellers for more than 150 years.

The new identity was shaped with input from a wide range of stakeholders including the Lord Howe Island Tourism Association, community members, operators and marketing specialists.

Stephen Sia, Chair of the Lord Howe Island Tourism Association Committee, said the new branding stays true to the island’s enduring character.

“Every shape, colour and word deliberately, organically and authentically evokes a connection to place, telling the story of a destination shaped not by what changes, but by what it’s always been,” he said.

Tasmania-based agency Pax Mondo led the creative process, drawing inspiration from the island’s heritage. Design elements nod to vintage stamps, classic tourist signage, and decades-old photographs that showcase unchanged landscapes and timeless holiday moments.

Destination North Coast General Manager, Michael Thurston, added: “Lord Howe Island’s refreshed brand beautifully captures its pristine environment and distinctive culture. It feels authentic to the island’s values, and inspiring for the diverse visitors drawn to experience this unique destination.”

Lord Howe Island