This article critically examines the phenomenon of 'Logo Tunnel Vision', a tendency among decision-makers to focus heavily on logo design when attempting to rebrand a place, often neglecting other crucial aspects of place branding. The article illustrates this concept through the case studies of Montreal and South Australia, both of which faced significant public backlash after expensive rebranding initiatives centred on their logos. Drawing parallels to the systemic problems in sustainability initiatives and how society tends to tunnel vision on singular aspects, the article encourages decision-makers to look beyond just the aesthetic elements of branding. It advises leaders to prioritize improvements in public diplomacy, progressive policies, infrastructure, and quality of life. The article also suggests practical strategies to avoid 'Logo Tunnel Vision', emphasizing the importance of stakeholder engagement, continuous communication, image research, progressive policies, and managing public expectations. The author concludes that with a holistic, strategic, and inclusive approach to place branding, it is possible to achieve effective and long-lasting results.
