A brand is not only about a logo; a brand has the value to represent the product. In tourism, the brand usually has a philosophy of a destination to reflect the unique advantages. The brand gives strength to the destination which represents that it is enough to be attentive and consistent during the brand process. Hence, this study compares Indonesia’s brand logos, namely Wonderful Indonesia and Pesona Indonesia. This study used a combined study method that showed the use of dual brands. It was also ineffective in encouraging the rise of tourism in Indonesia because it confuses people in interpreting brands. Tourist levels in Indonesia reported falling under a range of Thailand, Malaysia, and Singapore, which those countries used only one brand to represent the tourism. Based on research results, the tourism destination brand was constructed and used in a marketing strategy as the face of Indonesian tourism, decorated and built. Thus, it became a representation of Indonesian destinations. Indonesian destination brands were built on Indonesian values, philosophy, and uniqueness to represent Indonesian destinations.