The tourist board on Thursday (4 April) confirmed the new logo would no longer feature Gibraltar’s colloquial nickname "Gib" but it will instead have the name written in full.

Reference is also now drawn to five of the letters making up its name in recognition of its natural and historic heritage, with the B highlighting the Barbary macaque, the R the Candytuft, Gibraltar’s national flower, the A the rock of Gibraltar itself, second A the Trinity lighthouse, and the R for Admiral Lord Nelson.

"The new visual precedes a consumer driven awareness campaign ahead of the summer market which will feature new creative," said Visit Gibraltar, adding: "A programme of trade and media visits is also planned."

A new social media campaign, meanwhile, will centre around a new #WhereTheMedBegins strapline.

Visit Gibraltar said the rebrand formed part of a longer-term tourism strategy focusing on product enhancements, infrastructure development and green initiatives.

“When attracting Gibraltar’s future visitors, we want our narrative to embody the fabric of our destination and our cultural identity,” said tourism minister Christian Santos. 

“We are very excited to be launching a new chapter of storytelling that draws on our history, our protected wildlife, our historic city and, of course, our people.”