VisitBritain undertook a major research project in eight overseas markets that looked at exactly why people come to Britain.

We've realised from this work that being a ‘must see’, 'tick-off' destination, as Britain was often described, is no longer enough. With so little time and so much choice, tourists are looking for far more from their holiday. They want an experience. They want to touch the place and meet the people.

The work also defines the brand essence, a way of summing up Britain and capturing the unique spirit of the place and its people. The three words at the heart of the essence that define Britain as a tourist destination are Depth, Heart and Vitality.

These three words, woven together, give a real sense of the experience that tourists expect. Rich in history but with stories to tell; a real warmth and informality of spirit combined with a spark and dynamism that gives Britain its unique sense of pace.

Depth, Heart and Vitality have driven the visual and verbal style you’ll find detailed in our guidelines.

For a detailed breakdown of our Britain brand guidelines log on now or register as a new user.