Bulgarian visual artists have united in their disapproval of the country's new tourist brand, which was officially presented on January 17.

The Union of Bulgarian Artists, the Chamber of Designers in Bulgaria and the National Association for Design and Advertisement, have sent an open letter to the President, the Prime Minister, and the Ministers of Economy, Culture and Regional Development, declaring the details in "Brand Bulgaria" reaffirm the overall impression of its "dull and drab mediocrity."

They further voice firm outrage and disagreement with the end visual product and its esthetical and content shortcomings.

The artists state their strong position the logo is detrimental to the national visual arts identity and traditions and to the country's cultural, esthetical and academic norms and values.

The artistic unions insist on the revocation of the official use of the brand and on organizing a new competition with the participation of the professional associations and with transparent results.

The Union of Bulgarian Artists, which was the first one to send a letter, also labels the logo "incompetent and mediocre."

In recent days, Economy, Energy and Tourism  Minister, Delyan Dobrev, admitted he was not a particular fan of the new brand and had liked the other three bids much better.

The company, which created it, announced they would prefer to not reveal the other three versions, and explained the selection was based on research in 11 countries and among over 8 000 respondents.

The new brand was developed under a project financed under the Regional Development Operational Program worth BGN 1.4 M.

It was meant to portray Bulgaria as a friendly, charming, and as-yet-undiscovered destination and the main slogan is "Bulgaria – A Discovery to Share."

Many in Bulgaria, artists and common people alike, were quick to slam it as mediocre and a huge waste of money. Some ridiculed it for looking like a "fried egg with cucumbers and tomatoes on the side," while others made fun of the red rose, which is a direct replica of the one in the logo of the left-wing Bulgarian Socialist Party.