The Global Travel Group has unveiled a new look, introducing a new ‘G’ symbol designed to stand alone without using the consortium’s full name.
Managing director Andy Stark admitted the old logo was out of date and hadn’t been changed since the consortium was founded 25 years ago.
The refreshed look took around 18 months to develop, with extensive research and consultation with advertising and brand agencies.
Likening it to the Nike swish, Stark said the aim was to come up with an instantly recognisable logo which could be used by members to show they are part of the trusted Global family.
He refused to disclose the cost of the rebranding process but said it ‘wasn’t in the tens of thousands of pounds’.
Members will receive a toolkit on how to use the new branding on customer-facing communications, with the new logo and typography available for use on websites, business cards, letterheads, quotes and marketing material.
Commercial director Cherie Richards said: "Having a unified, modern brand underlines our standards and presents the business to the world as one that is fresh and forward thinking.
"It is vitally important that we have a relevant look across all touch points – partners contact us through many channels and we want them to understand that Global is a business they can trust."
She also outlined to members a recent reorganising of the business development and head office team and said Global plans to complete the roll-out of its new technology system iBos in time for the 2019 ‘peaks’ period.
