Bird unveiled as new Jersey brand

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A small gold bird above the word Jersey has been officially unveiled as the island's new brand.

It will be used on all official websites, especially for marketing the island overseas. Anyone involved in marketing the island can use it.

Work to produce the branding cost £240,000. The money was spent on 18 months of detailed market research.

Mike King from the Economic Development Department said the brand was a key element in delivering economic growth.

Focus groups involving the community and representatives of Jersey's business sectors found words like 'independent', 'generous' and 'cultivated' best described Jersey character.

A range of materials have been developed ranging from a DVD to designs for leaflets and a brand manual, which advises people on writing and design styles, colours and the general tone which should be adopted in marketing tools, has been created.

Chief Minister Senator Frank Walker said alternative designs had been developed and tested, but none had received such positive feedback.

He said: "It's not the first brand which has been developed to promote the Island, but I am entirely confident that it is the best researched and the most thoroughly developed.

"It will be used to bring both visitors and inward investment to the Island, through all sorts of channels and products.

"I hope that the whole flavour of the story it promotes will strike a chord with the people of Jersey and that it can be used by all types of community groups and associations."