What happens when the world's number one tourism destination "rebrands" itself?  Well, this past year France did just that.  Actually, it is more of a new logo and tag line than a "rebrand."  This new look was motivated by the fact that although France attracts more visitors than any other destination in the world, it is not number one in terms of tourism revenue. 
 

The logo depicts "Marianne," who, as many know, is their national symbol.  According to the designers, the logo is designed to express three traits (actually 16 traits, but who's counting) :

 

1. Liberty - independence, creativity, imagination, boldness, spontaneity, a multitude of possibilities

2. Authenticity - history, heritage, culture, nature

3. Sensuality - pleasure, epicurean-ism, romance, intensity, passion, femininity

 

France is really just clarifying, and perhaps, refreshing its brand.