Just like companies and organizations, countries also use branding techniques to create images, to stand out in the global marketplace and to be known as major tourist destinations. A strong country brand is influential not only for tourists but also for factories, companies and potential investors. As the most important part of the country's visual identity, a unique and memorable tourism logo is one of the steps in creating a strong country brand. Also known as destination logos, these logos aim to support a distinctive and unique country identity. When the tourism logos of countries are examined in terms of visual communication and graphic design, quite different approaches are observed in terms of typography. In this research, typography used in the logos taken from the official tourism web sites of 115 countries of the world are examined by dividing into 4 different categories such as serif, sans serif, handwriting and versatile. Considering the country identity and the country brand, the influence of typography on visual identity and country brand is investigated in tourism logos. It is also seen that sans serif fonts, which have a versatility and high applicability in all fields, are the most used fonts in country logos, while they are followed by handwritten typography which is used to support a natural, energetic and authentic identity. In the study, instead of analyzing the tourism logos of the countries one by one in terms of typography, different typographic approaches are given and discussed within the categories examined.
Keywords: Visual identity, destination logos, national brand, typography