"Tasmanian Devil" Brand, Actual Tasmanian Devil: Dead

When you hear "Tasmania," what goes through your head? Does the island have a "brand?" Oh, what's that, you didn't even know it was an island?

Outside the Australia region, "Tasmania" is probably most recognized as the funny name of that animal from the Looney Tunes cartoons, the "Tasmanian Devil." Even inside the region, Tasmania's brand is deeply tied to the animal, featured on the island's tourism logo. (Or at least I think it's the animal, having never seen a real Tasmanian Devil.)

Tasmania is actually a "green" wonderland for agriculture, beaches, water sports, wine production, seafood and all the other accouterments one associates with high-end tourism. Just not enough know that.

But getting the message across is not easy. Now, some are calling for a re-brand of Tasmania. It turns out that isn't really a Tasmanian "Devil" on the logo.

The cartoon-like illustration of the tiger is a clunky expression of a Tasmanian tiger icon and the colour palate is uninspiring and drab.

That's Jonathan Price, one of the designers behind the Tasmanian Brand Project. Also, it turns out this animal is extinct: "For a clean, green state to have an extinct animal as a symbol is a little bit out of step," says Price. The image Price references on the logo is affectionately known by locals as the "dead dog logo." Charming.

The Rebrand Tasmanis project even proposes to give Tasmanians a voice:

On the 1st of February, 2010 we will unveil a new proposed logo for both sides of politics to consider, developed with the help of people like you, via your input on this blog. Where it goes from there is anyone’s guess, but don’t underestimate the power of informed public opinion to create positive change. What starts with a logo change, could end in a complete shift in mindset.

And "clean" and "green" and progressive are really what "Brand Tasmania" should be all about. Last year, Lonely Planet named Tasmania's Bay of Fires the world's hottest travel destination. Another group named it the world's second best emerging gay travel destination.