toucan team

UKinbound Branding




Branding & Identity


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UKinbound is a leading national travel trade association which focuses solely on the interests of the UK's inbound tourism sector. UKinbound addresses and engages with Government, the media, travel trade and the general public to raise awareness of the importance of inbound tourism to the UK economy. Now in its 40th year, UKinbound currently represents the interests of over 400 of the UK's inbound tourism businesses, providing them with business and networking opportunities, whilst advocating best practice and the highest standards of operation in the industry.


The UKinbound brand identity needs to express and reflect its core values and appeal to its diverse target audiences. The key challenge was in developing a brand identity (and tone of voice) that had sufficient flexibility to be able to effectively present UKinbound in a way that appeals to its various stakeholder groups. A ‘formal tone’ to reflect the serious work UKinbound undertakes at national, governmental and civic authority level, to the ‘lighter’ and more 'approachable' tone usually associated with tourism and travel providers.

Toucan developed and designed a fantastic new brand for our Association which has been praised by many of our members. Josh and his team are also very easy to work with and we are looking forward to working with his team on other projects.

Deirdre Wells, CEO, UKinbound

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