Within the project of developing the Umag destination brand image (Umag - Istria - Croatia), a new visual and verbal identity of the tourist destination has been designed. There are four colours that characterize the new brand of Umag destination, symbolically representing four basic categories that the new destination brand was conceived on.

Umag wishes to be promoted as a destination of activities, entertainment and sports (orange), natural beauties, campsites and relaxation activities, such as going for walks (green), gourmet and wine destination (purple) and clean sea, beaches, nautics, wellness and top-quality accommodation (blue). The new brand will be invigorated by a new slogan as well: "In all the colours of Istria" communicating that Umag is a cluster using colours to present its specific features and differentiation within Istria.

At the presentation of Istria Gourmet Restaurant, located at the Umag ATP stadium, it was stressed that while designing a new brand, special care was taken to make it represent a tourist destination of the north-western Istria - Umag, Novigrad, Buje and Brtonigla, whose tourist boards are gathered in a cluster defined by Istrian master plan. With its colleagues from the cluster: Tourist Board Novigrad, Tourist Board Buje and Tourist Board Brtonigla, Tourist Board Umag will coordinate the continuation of the activities concerning the new tourist destination brand within the already commenced activities of improving the destination marketing, which is also one of the next steps to the application of the new concept.

Istraturist and Sol Melia decided to use the Umag destination (Umag - Istria - Croatia) as the main brand of its marketing communication, placing the destination first, and their own corporate brands (Istraturist, Sol Melia), as well as brands of the products from the portfolio (Melia Coral, Sol Aurora etc.), second. The same was agreed with the Tourist Board Umag, making the Umag destination the first cluster of Istria to have the agreed application of the marketing concept relying on promoting the destination by defining the main brand and common visuals of the tourist board and the hospitality management company.

The Umag brand is conceived in such a manner that all participants of the tourist destination's marketing can be presented constantly, and we wish that other participants in the tourist product of Umag would use certain elements of the new brand in the near future.