Pursue Iceland, originally founded as Iceland Soccer Travel, originates from an appreciation for the powerful combination of football and the unique surroundings of Iceland. As the company started developing new ventures into golf and educational trips, the original name became too narrow to encompass their evolving mission. With the new name came an opportunity for new visual identity that could carry the brand into its exciting next chapter.
The new logomark for Pursue Iceland is crafted into a fluid, ribbon-like letter “P,” which draws its form from two core concepts central to the brand’s identity. Firstly, its flowing movement is designed to directly imitate the Northern Lights which instantly connects the brand to one of Iceland’s most iconic natural phenomena. Secondly, the ribbon form represents a winding road or a path. This dual meaning captures the essence of the name “Pursue”: the journey towards new adventures, the path to personal goals, and the unique Icelandic experiences the company provides for its travelers. The result is a logo that is both deeply rooted in place and expressive of the universal desire for exploration.
