The history of the La Palma tourism logo, by Facundo Fierro

The tourist visual identity of the island of La Palma has an author: Facundo Fierro designed the logo that has identified the island for decades, a brand that belonged to the Island Council (Cabildo Insular) and which, according to a design study that has worked on its history, was also used for years by Ediciones La Palma with express authorization.

The logo returned to the public spotlight in September 2021, during the eruption of the Cumbre Vieja volcano: Fierro fused his own design with the image of the erupting volcano and spread the slogan "La Palma, the living island" as a message of hope at a critical moment for the island, as documented at the time by eldiario.es.

In January 2025, media outlets specializing in tourism reported on a new island tourism strategy that included an update to the logo, again attributing the redesign of La Palma's visual identity to Fierro. The history of this logo—from the original creation to its reinterpretation in the midst of the volcanic crisis and its most recent update—is one of the clearest examples of how Fierro's design work has accompanied the island through very different moments in its recent history.

Sources: Emepece Studio; eldiario.es (2021); AgentTravel (2025). More in the artist's biography.