SIERRA DE LAS NIEVES UNVEILS ITS NEW REGIONAL BRAND TO STRENGTHEN ITS POSITION AS A DESTINATION FOR NATURE AND SUSTAINABILITY
Marín: “The new brand was created to represent who we are and where we want to go as a region. Sierra de las Nieves boasts extraordinary natural, cultural, and human values, and we needed a visual identity capable of conveying them in a clear, contemporary, and recognizable way.”
Málaga, June 25, 2026 – This morning at the Turismo Andaluz headquarters in Málaga, the Sierra de las Nieves Association of Municipalities unveiled the new regional brand for Sierra de las Nieves, a revamped visual identity designed to strengthen the region’s positioning as a premier tourist destination associated with nature, sustainability, and quality of life.
The new brand identity is one of the strategic projects launched as part of the Destination Tourism Sustainability Plan (PSTD) “Sierra de las Nieves, National Park,” funded by Next Generation EU, and marks the culmination of a process of analysis, public engagement, and the definition of an identity capable of representing the region’s distinctive values.
The event was attended by institutional representatives, tourism officials, and local stakeholders. During the presentation, a brand was unveiled that was designed to project a cohesive and recognizable image of the Sierra de las Nieves, facilitating its promotion in increasingly competitive tourism markets and strengthening the sense of belonging among the municipalities that make up the region.
The president of the Sierra de las Nieves Association of Municipalities and mayor of Istán, José Miguel Marín, emphasized that “the new brand was created to represent who we are and where we want to go as a region. Sierra de las Nieves boasts extraordinary natural, cultural, and human values, and we needed a visual identity capable of conveying them in a clear, contemporary, and recognizable way.”
Marín also emphasized that “this brand is not just a logo. It is a strategic tool for improving our position in the tourism sector, strengthening our image abroad, and projecting a shared vision of the region based on sustainability, the conservation of our natural heritage, and the development opportunities our territory offers.”
For her part, Gema del Corral, Director General of Tourism Promotion and Development for the Regional Government of Andalusia, noted that “the Destination Tourism Sustainability Plans (PSTD) and Next Generation EU funds are the key tools for transforming the sector” and argued that “sustainability is no longer just an environmental demand, but a business necessity that reduces costs and optimizes resources.”
Del Corral emphasized the importance of the Sierra de las Nieves “not only as a tourist destination, but also as a symbol of environmental protection and an example of the historical coexistence between humans and nature; it is no coincidence that it was granted the highest level of environmental protection—National Park status—five years ago.”
The event was also attended by José Quintanilla, president of the Governing Council of the Sierra de las Nieves National Park, who highlighted the importance of this rebranding “to encompass and highlight, under a single symbol, all the entities that coexist within the territory— namely the National Park, the World Biosphere Reserve, and the National Park.”
The new visual identity, developed by the winning bidder, Auren Consultores SP S.L.P., for 39,869.50 euros, is based on a preliminary assessment in which key local stakeholders participated: municipalities, associations, and natural area managers, as well as an analysis of the competitive environment and the profile of potential visitors.
This new identity retains the Pinsapo—an emblematic species and the undisputed symbol of the Sierra de las Nieves—as its central element, reinterpreted through a more contemporary and versatile image that facilitates its use in both physical and digital media. The symbol is based on the tree’s silhouette integrated into a triangular shape with soft, rounded lines, reinforcing the connection to the landscape and nature of the region.
Another notable change is the adoption of a more organized and contemporary visual design, based on a clean and easily recognizable typeface, as well as a graphic structure that improves the brand’s readability and consistency across all formats. In addition, the identity incorporates the designation “World Biosphere Reserve,” an attribute that reinforces the international recognition of Sierra de las Nieves and highlights its commitment to conservation and sustainable development.
The new visual identity also updates the corporate color palette, which is centered primarily on green and blue—colors that evoke the rich forests, ecosystems, water, and sky of the Sierra de las Nieves, thereby reinforcing the concepts of nature, sustainability, and environmental quality associated with the region.
“We want this brand to be a window to the world, showcasing everything that Sierra de las Nieves has to offer. We are a National Park, a World Biosphere Reserve, and a region with immense natural, cultural, and human richness. This new identity will help us better communicate that reality and continue building a competitive, sustainable tourist destination that creates opportunities for our municipalities,” concluded José Miguel Marín.
Following its official launch, the new brand will be gradually rolled out across various promotional materials, publications, tourist signage, communication campaigns, and marketing initiatives developed by the Sierra de las Nieves Association of Municipalities, thereby establishing a unified image for promoting the region in the coming years.
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