Irish Heritage
Tourism
Where the land remembers your name. A premium Irish heritage brand rooted in ancestry, landscape, and the transformative power of belonging.
A Brand Born
from the Land
Irish Heritage Tourism is a culturally authentic, emotionally rich, premium Irish brand that blends heritage, storytelling, transformation, and intimate experiences. The brand is designed to feel sophisticated, timeless, soulful, and deeply connected to Irish identity — while remaining modern enough for a global audience.
This brand book presents the complete identity system: from strategic foundations and visual language to tone of voice, typography, and premium positioning. Every element has been crafted to evoke the quiet power of the Irish landscape and the enduring warmth of its people.
Seven Values,
One Soul
Each value is named in the Irish language — a deliberate act of cultural reverence. Together they form the ethical and emotional backbone of Irish Heritage Tourism, guiding every decision from product design to guest communication.
A deep, authentic warmth that makes every guest feel like family. The art of welcome, perfected over millennia.
A profound connection to the land, language, and traditions of Ireland — ensuring everything we do is authentic and respectful.
The art of weaving narratives that connect past, present, and future — transforming information into emotional connection.
Fostering a sense of community and shared identity among those who feel a connection to Ireland, wherever they are in the world.
Celebrating the artistic, innovative, and soulful spirit of Ireland in all its forms — from ancient craft to contemporary expression.
The belief that engaging with heritage can be a catalyst for personal growth, understanding, and a renewed sense of self.
The quiet strength and enduring spirit of the Irish people — a testament to the power of hope and perseverance across centuries.
A rare dual archetype: the Sage provides wisdom, cultural depth, and trusted guidance; the Magician delivers transformation, wonder, and the promise of personal revelation.
The Logo:
Harp & Shamrock
The Irish Heritage Tourism brand mark unites Ireland's two most iconic symbols — the Celtic harp and the shamrock — into a single, timeless emblem. The harp declares the brand's unambiguous Irish identity; the shamrock woven into its strings says that Irish culture is inseparable from the music, poetry, and soul of the land.
Ireland's national symbol and the only national emblem in the world to be a musical instrument. The harp represents the soul of Irish culture — its music, poetry, and storytelling tradition. It has appeared on Irish coinage, the Presidential seal, and the Guinness label for centuries. At the heart of Irish Heritage Tourism, the harp declares: this brand is unambiguously, authentically Irish.
Integrated into the body of the harp, the three-leafed shamrock — Ireland's most recognised symbol — represents the Holy Trinity in Christian tradition, but pre-dates Christianity as a symbol of the triple goddess and the three domains of land, sea, and sky. Its placement within the harp strings says: Irish identity is woven into the very music of this land.
The combination of the harp and shamrock in a single, unified mark speaks to the layered depth of Irish identity. These are not two symbols placed side by side — they are one symbol, inseparable. This is how Irish Heritage Tourism understands Ireland: not as a collection of icons, but as a living, breathing whole.
Minimum size: The full lockup (mark + wordmark) should never appear smaller than 120px wide on screen or 25mm in print. The mark alone may be used at sizes as small as 16px for favicon applications, where the harp form remains legible.
The Complete
Visual Language
A comprehensive visual identity system that governs every expression of the Irish Heritage Tourism brand — from the anatomy of the logo mark to the precise spacing grid, the Celtic pattern system, and the rules that protect the brand's integrity across all applications.
A minimalist Celtic triquetra — a single continuous line forming three interlocking arcs. Symbolises the three pillars of Irish Heritage Tourism: Land, Story, and People. The unbroken line represents eternity and connection across generations.
Set in Cormorant Garamond Light (weight 300) with 1px letter-spacing. The combination of 'Irish Heritage' on the first line and 'Tourism' on the second creates a visual hierarchy that emphasises the heritage dimension.
Set in Lato Regular, all-caps, with 3px letter-spacing. Provides context and grounds the mark. Used only in the full lockup; omitted in icon-only applications.
Minimum clear space on all sides equals the cap-height of the letter 'I' in 'Irish'. This zone must remain free of all other graphic elements, text, and imagery.
Tourism
Tourism
Tourism
The Palette:
Rooted in the Tricolour
The Irish Heritage Tourism colour system begins with Ireland's national flag — the Tricolour of green, white, and orange — and extends into the deeper tones of the Irish landscape. Every colour carries cultural meaning and psychological intent. Click any swatch to explore its full values.
The Voice
of the Brand
We believe that to know who you are, you must first know where you come from. Heritage is not a static thing — a collection of dusty artefacts and faded photographs. It is a living, breathing force that shapes our lives, informs our identities, and connects us to something larger than ourselves.
We are the keepers of the stories, the guardians of the traditions, the weavers of the threads that connect the past, the present, and the future. We are the guides who will lead you on a journey of discovery, a pilgrimage to the heart of what it means to be Irish.
Photography:
The Land Speaks
Every image in the Dúchas visual library is chosen to evoke a specific emotional response. The photography is atmospheric, contemplative, and deeply personal — it should feel like a memory, not a brochure.
Winding roads, ancient pathways, and the ever-changing Irish landscape. Images that invite the viewer to step into the frame and begin their own journey.
The warmth of the hearth, the intimacy of gathered hands, the quiet comfort of a familiar space. Images that speak to the deep human need for home.
Ancient stone carvings, weathered surfaces, and the physical traces of those who came before. Images that connect the viewer to the deep roots of Irish history.
The interplay of light and shadow, the dramatic beauty of the Irish forest at dawn. Images that suggest the possibility of personal renewal and awakening.
The Words
We Choose
We believe that to know who you are, you must first know where you come from. Heritage is not a static thing — a collection of dusty artefacts and faded photographs. It is a living, breathing force that shapes our lives, informs our identities, and connects us to something larger than ourselves.
We are the keepers of the stories, the guardians of the traditions, the weavers of the threads that connect the past, the present, and the future. We are the guides who will lead you on a journey of discovery — a pilgrimage to the heart of what it means to be Irish.
We do not offer a simple vacation. We offer a transformation. We offer a chance to be changed by the beauty of the land, the warmth of the people, and the power of your own story. We offer a welcome that is as deep and as wide as the Irish sea.
So come. The journey is waiting. Your story is waiting. The heart of Ireland is waiting to welcome you home.
Speaking directly to the 80 million people of Irish descent worldwide who feel a pull towards their homeland — the personal, genealogical, and deeply emotional encounter with ancestry.
The living richness of Irish cultural life — music, language, literature, craft, and mythology. Guests do not observe Irish culture; they participate in it.
Ireland's ancient, dramatic landscape unlike anywhere else in the world. The emotional and spiritual dimensions of standing at the edge of the known world.
Small-group, high-quality experiences — the luxury of space, time, and genuine human connection. The luxury of being genuinely present, without crowds or performance.
The promise that a genuine encounter with Irish heritage can change how a person understands themselves. Communicated through story, never through claim.
"Your family left Ireland carrying nothing but their name and their stories. We'll help you find where those stories began — and discover what they mean for who you are today."
The Brand
in the World
From premium stationery to apparel and digital interfaces, Irish Heritage Tourism maintains its character across every touchpoint. Each application is considered, intentional, and crafted to reinforce the brand's core promise of understated luxury.
Irish Heritage Tourism
Irish Heritage Tourismis Waiting.
Transformative Irish heritage experiences for those who feel the pull of the homeland.
Wearing the Heritage
Premium branded apparel that carries the Irish Heritage Tourism identity into everyday life. Each piece is crafted to the same standard as the experiences themselves — considered, authentic, and enduring.
Scarf / Muffler
Pure Irish merino wool in Forest Green, with a gold Celtic knot woven border running the full length. A woven IHT label at the corner completes the piece.
The harp + shamrock mark must always appear in full — never cropped or partially hidden. On dark apparel, use the full-colour mark. On light apparel, use the Forest Green version. The wordmark must always accompany the mark on apparel. Embroidery is the preferred application method for premium garments; screen-printing is approved for promotional items only.
Irish Heritage Tourism
Brand Bible 2025
This document is the definitive guide to the Irish Heritage Tourism brand. It governs every decision — from the words we choose to the experiences we curate, from the images we publish to the partnerships we form.
Everyone who speaks for, creates for, or represents this brand must know this document. It is not a set of rules — it is a set of values expressed as practical guidance.
"To reconnect people of Irish heritage with the land, stories, and identity that shaped who they are — and to show them how that connection can transform who they become."
"To create the world's most culturally authentic, emotionally resonant, and personally transformative Irish heritage experiences — for the global Irish diaspora and all those who feel the pull of Ireland."
"A world where every person of Irish heritage has the opportunity to experience a genuine, profound, and life-changing encounter with the land and culture of their ancestors."
"We promise that every Irish Heritage Tourism experience will be authentic, intimate, and transformative — and that you will leave knowing something about yourself that you did not know before."
"For people of Irish heritage and those who feel a deep connection to Irish culture, Irish Heritage Tourism is the premium heritage travel brand that creates the most authentic, intimate, and personally transformative Irish experiences in the world — because we believe that the most powerful journey is the one that takes you home to yourself."
Our pricing communicates the depth and quality of what we offer. We do not compete on price — we compete on meaning. A lower price would undermine the promise we make to our guests.
Guests are not paying for a tour. They are investing in a life-changing experience. The price reflects the research, curation, expertise, and emotional intelligence that goes into every journey.
We present our pricing clearly and without embarrassment. We explain what is included and why. We never discount — we add value.
Our pricing is a filter. It ensures that every guest who travels with us has made a genuine commitment — financial and emotional — to the experience. This protects the quality of the journey for everyone.
A curated digital library of Irish heritage content — oral histories, archival photography, genealogy guides, and cultural essays. Available to guests and subscribers.
A curated selection of Irish artisan products — handwoven textiles, ceramics, whiskey, and books — selected by our cultural team and available to guests as gifts and keepsakes.
Extended stays of 2–4 weeks in restored Irish farmhouses, with access to local communities, craftspeople, and storytellers. For guests who want to go deeper.
Bespoke heritage retreats for leadership teams and corporate groups. Designed to use Irish heritage as a lens for reflection, strategy, and team connection.
The flagship experience — a deeply personalised journey for individuals and families tracing their Irish roots. Includes genealogy research, site visits, and community connections.
We are refined without being cold. Our sophistication comes from depth of knowledge and genuine reverence — not from exclusion or performance.
We are genuinely warm — the warmth of a fire, of a welcome, of a story told with care. We are never saccharine or manipulative in our emotional appeals.
We speak with the quiet authority of deep knowledge. We do not need to assert our expertise — it is evident in every word we choose and every experience we curate.
Our language reaches for beauty and resonance. But we never sacrifice clarity for poetry — every poetic choice must also communicate clearly.
We speak as if to one person. Our intimacy is inclusive — as if the brand is speaking directly to you, and only you.
Can become elitist or inaccessible. We guard against this by always leading with warmth.
Can become restless or uncommitted. We ground this with deep roots in place and community.
"She is in her late fifties. She grew up in County Clare, but has lived in New York, London, and Sydney. She has a PhD in Irish history and a grandmother who told stories in Irish. She is not impressed by wealth or status. She is deeply moved by a well-told story, a landscape at dusk, a piece of music played in a small pub. She speaks quietly. She listens intently. She knows things that cannot be found in any guidebook."
| Brand | Type | Their Position | Our Differentiation |
|---|---|---|---|
| Fáilte Ireland | National Tourism Board | Mass market, broad appeal | We go deeper. Fáilte Ireland invites everyone. We invite those who feel the pull. |
| Abercrombie & Kent | Luxury Travel | Ultra-luxury, global, generic | We are not luxury travel with an Irish flavour. We are Irish heritage, expressed at the highest level. |
| Ancestry.com | Genealogy Platform | Digital, data-driven, transactional | Ancestry tells you the names. We take you to the places where those names lived. |
| Rick Steves | Cultural Travel | Educational, accessible, budget-conscious | We share the same love of authentic culture. We differ in depth, intimacy, and the premium experience we provide. |
| Context Travel | Expert-led Tours | Intellectual, academic, urban | Context engages the mind. We engage the soul. |
"The Cliffs of Moher have stood at the edge of the known world for 320 million years. Long before Ireland had a name, this place existed — watching, waiting, remembering. When you stand here, you are not a tourist. You are a witness."
These words and phrases are banned from all Irish Heritage Tourism communications. They are either clichés, inaccurate, or undermine the brand's commitment to authentic, considered language.
Every brand claims uniqueness. Show it, don't say it.
Vague, overused, and self-congratulatory.
Ironic — overuse has made it inauthentic.
Trivialises the genuine depth of Irish culture.
A cliché that promises what only experience can deliver.
Lazy adjective. Describe what makes it stunning.
We are premium, not luxury. Luxury is about things. We are about meaning.
Reduces transformative experience to a checklist.
Condescending to the communities who live there.
Tourist cliché. Use specific place names instead.
Stereotypical and disrespectful to Irish identity.
Only use in genuine Irish cultural context, never as a marketing device.
Name the place, the person, the detail. 'A pub in Galway' is less powerful than 'Tigh Coilí on Mainguard Street, where the session starts at 9pm.'
We do not exclaim. We do not use exclamation marks. We trust that the reader will feel what we feel if we describe it with precision and care.
We describe what can be seen, heard, smelled, tasted, and felt. Abstract concepts like 'magic' and 'wonder' are earned through specific sensory description.
Before listing what is included, tell the story of why it matters. The itinerary is the least interesting part of the journey.
We invite. We never instruct, demand, or pressure. Our calls to action are gentle, confident, and respectful of the reader's intelligence.
Irish culture is rich, complex, and often misrepresented. As a brand that claims cultural authenticity, we have a responsibility to represent Ireland — its history, its language, its symbols, and its people — with accuracy, depth, and respect.
Use Irish language phrases with respect and accuracy. Always provide translation on first use. Never use Irish as mere decoration — every Irish phrase must be meaningful and correctly spelled. Consult a native speaker for all Irish language copy.
The Irish flag represents all traditions on the island of Ireland. Never use it in a partisan or divisive context. Always reproduce in correct proportions and colours. Never use as a mere decoration — it carries deep political and cultural significance.
The shamrock is Ireland's national symbol. Use it with reverence. Never combine with stereotypical 'Paddy's Day' imagery. The shamrock in our logo is a considered, premium mark — not a cartoon.
Irish history includes the Famine, colonisation, and conflict. Do not sanitise or ignore this history — it is part of the story we tell. But approach it with sensitivity, depth, and respect for those who suffered. Never exploit historical trauma for marketing purposes.
80 million people worldwide claim Irish heritage. Many have complex, layered relationships with Ireland — some romanticised, some painful. Never mock or dismiss the diaspora's connection to Ireland, however it is expressed. Meet them where they are.
Always obtain proper consent. Never photograph people in a way that reduces them to 'local colour'. If featuring Irish people in brand photography, ensure they are portrayed with dignity, agency, and individuality.
Ireland's spiritual landscape is complex — Catholic heritage, pre-Christian traditions, and secular modernity coexist. Approach all spiritual references with sensitivity. Never assume religious belief. Never appropriate sacred sites for commercial purposes.
The island of Ireland has a complex political history. Never make assumptions about national identity. Never use language that implies the island is divided or unified in a way that takes a political position. Our guests come from all traditions.
The Irish Heritage Tourism guest journey is not a sales funnel. It is a five-stage arc of transformation — from the first stirring of longing to the lasting change that the experience creates.
Social content, email copy, guest communications
Campaign review, photography audit, partner compliance
Brand health metrics, voice consistency audit, competitor review
Full brand review, Brand Bible update, visual identity audit
| Decision Type | Brand Ambassador | Brand Steward | Brand Custodian |
|---|---|---|---|
| Social media post (standard) | ✓ Approved | — | — |
| Social media post (sensitive topic) | Draft only | ✓ Approved | — |
| New photography direction | — | Recommend | ✓ Approved |
| New partnership announcement | — | — | ✓ Approved |
| Logo usage by third party | — | — | ✓ Approved |
| Brand Bible amendment | — | Recommend | ✓ Approved |
| Guest email (standard) | ✓ Approved | — | — |
| Press release / media statement | — | Draft only | ✓ Approved |
The 50+ Page
Brand Bible
A comprehensive brand guidelines document structured like a professional agency-delivered resource — the definitive reference for all internal teams, external partners, and creative collaborators.
Small-group experiences of no more than 12 guests. Accessible to anyone who feels a genuine connection to Ireland, regardless of background.
The luxury of time, space, and genuine human connection — not gold taps and champagne fountains. Quality expressed through restraint.
Marketing focused on creating deep emotional connection, not mass-market reach. Every touchpoint is personal, considered, and meaningful.
All-inclusive, clearly stated pricing that reinforces trust. High prices justified by transformative value, never by artificial scarcity.