Time to retire Sir Turtle

The Minister of Tourism should be commended for reviewing Cayman Airways’ brand identity, and particularly for the brave decision to consider retiring the Sir Turtle logo.

While having done yeoman service for the Islands’ airline for some 40 years, Sir Turtle is past his sell-by date.

Indeed, the Cayman Airways brand as a whole has barely changed since 1978.

Forty years with the same livery is an awfully long time in the airline business.

No doubt strong feelings will be aired in the community about whether he should go but Cayman Airways surely needs to show that it has moved on since he was first introduced.

A fresh new brand and livery is precisely what Cayman Airways requires – especially if it honestly reflects real, positive change within the airline.

Let us also hope that our tourism leaders also have the foresight to extend their review to the overall Cayman Islands tourism brand. The original pirate turtle logo – the one without the red scarf – and Cayman Islands type signature has been around even longer than 40 years, as I recall.

Familiar he may be but in today’s extremely competitive and ever-more sophisticated tourism market, Sir Turtle can no longer be expected to effectively do the job we all need him to do for the Cayman Islands.

Simon Barwick– Creative Director, BB&P Advertising

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