The Tenerife Tourism Corporation has unveiled a new slogan and the redesign of its traditional ‘X’ logo to accommodate the island’s new positioning, based on product specialisation.

The ‘100% Life’ motto will replace the previous ‘Enjoy it all’ from now on, together with a more round shape of the word ‘Tenerife’ and an embossed ‘X’ which displays the shape of Mount Teide, the island’s natural gem.

Carlos Alonso, president of Tenerife Island Government, said: “This is not a brand revolution but a brand redesign so that specialisation and segmentation are reflected not only in the new positioning of the island but also in its visual identity.

“100% Life combines all the elements which make Tenerife a unique and differentiated destination: the island’s pleasant weather; the beauty and diversity of its natural landscapes; the friendliness of the islanders; and the dedication of all professionals who help visitors have an unforgettable experience on Tenerife.”

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