Matiguard Tours – Iceland
A comprehensive visual identity created for Matiguard Tours – a travel brand from Iceland designed for an international audience. Instead of generic tourism clichés, we drew on the contrasts of the Icelandic landscape and the geometry of runes to develop a logo, key visual, and brandbook rooted in the island's local character.
challenge
Matiguard Tours needed an identity that would capture the experience of traveling through Iceland, distinguish the brand in the international market, and remain clear to audiences from different countries. The challenge was to combine the rawness of volcanoes and glaciers, Norse heritage, and a sense of safety and local guidance – without relying on generic travel imagery.
strategy and identity
The concept was built around Icelandic contrasts – lava and ice, black basalt and arctic blue. We based the M and G monogram on the disciplined geometry of runes and ancient Norse symbols, while the vertical pinstripe system draws on the rhythm of geological formations. Contrasting typography, a defined color palette, and a brandbook organize the use of the logo, key visual, and brand assets.
results
The result is a complete and structured visual identity system for an international travel brand, strongly rooted in the context of Iceland and designed for consistent use in communication aimed at travelers from different markets. The logo, key visual, color palette, typography, and brandbook create a direct association with the experience of traveling through Iceland.