Travel Counsellors unveils new brand identity

Travel Counsellors corporate sales
By Linsey McNeill
Home » Travel Counsellors unveils new brand identity

Travel Counsellors has unveiled a new brand identity ahead of its 30th anniversary in 2024.

It said the refresh follows ‘extensive market research’, including insight from its 1,900 Travel Counsellors and its clients.

The new-look brand includes an updated logo featuring cherry blossom, which Travel Counsellors said was ‘symbolic of renewal and new beginnings’.

“It depicts community, togetherness and care, and reflects the wider Travel Counsellors ethos,” it added.

The brand refresh, the first for 10 years, has been rolled out across Travel Counsellors’ website, social media, marketing collateral and company technology.

It also appears on the myTC app.

Customer Director Dave Callan said: “This rebrand will allow the whole business to reset, reenergise and refresh.

“It will sharpen the experience for our Travel Counsellors and customers alike, and really aligns with what makes our business so special.

“The core elements of community, togetherness and care, are all reflected in the look, feel and colour of our new assets.

“With us, its personal and it will always remain that way. This brand promise was born out of what makes our place so special, which is down to the people we have.

“The evolution of the brand now takes this promise one step further to express what this truly means for us – we’re shifting the sentiment from ‘what we do’ – sell travel, to ‘the difference we make’ for everyone involved in the journey.

“We care a lot – about our Travel Counsellors and our customers, and about the trips, we plan and design, and we really do care more than anyone else, so that every trip we plan for our customers is the best and most memorable experience they could possibly have.”

Travel Counsellors has not revealed the cost of the rebrand but it said it was ‘a significant investment’.

Dave added: “This is a pivotal moment for us, and an opportunity to move into the next phase of our journey, positioning Travel Counsellors as a service brand rather than just a travel company, and the preferred choice for customers.”

Over the past few weeks, Travel Counsellors’ members have been learning about the rebrand and how they can implement the new collateral and designs within their own businesses, he said.

A ‘robust’ external marketing plan and social media campaign will follow, he added.

Travel Counsellors worked with Lucky Beard, a global design and advisory firm, on the rebrand project. 

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