Visit Monaco Unveils New Brand Identity Blending Art Nouveau Heritage with Contemporary Design

Monaco’s official tourism authority has introduced a renewed visual identity for Visit Monaco, marking a strategic evolution in the Principality’s global destination branding.

The rebrand was presented by the Direction du Tourisme et des Congrès de Monaco, which described the concept as “heritage in motion” — a creative direction designed to reflect both Monaco’s historic prestige and its modern, forward-looking dynamism.

A Design Rooted in Contrast

At the heart of the new identity lies a dual-typography approach. The word “Monaco” is rendered in Art Nouveau-inspired lettering, referencing the elegance and timeless appeal historically associated with the Principality. In contrast, the word “Visit” appears in a handwritten style, conveying accessibility, warmth and a more personal invitation to international travellers.

The broader visual system incorporates geometric design principles to ensure cohesion across digital platforms, print materials and large-scale promotional campaigns.

Monogram and Business Tourism Extension

Alongside the primary logo, a newly developed monogram offers a contemporary interpretation of Monaco’s heraldic traditions. Designed for flexible application, the emblem can function independently across select communications while maintaining strong brand recognition.

A dedicated Convention Bureau variation has also been created to distinguish Monaco’s business tourism and professional events sector. This tailored identity remains visually aligned with the main brand while clearly positioning the Principality as a premium destination for international conferences and corporate gatherings.

Strengthening Monaco’s Global Positioning

The updated brand identity aims to enhance engagement with leisure travellers, tourism professionals and event organisers worldwide. By combining historical sophistication with modern design language, Visit Monaco reinforces its positioning as both a heritage-rich and future-oriented destination.

The rollout of the new visual identity forms part of a broader strategy to strengthen Monaco’s visibility and competitiveness in the international tourism market.