Thomas Cook seeks new heartland

 

Gideon Spanier
Wednesday 02 October 2013 01:04
Comments

Travel group Thomas Cook today unveiled a new “sunny heart” logo and the simple message “Let’s Go” in a major rebranding, but some observers warned that it looked “bland” and could lead to confusion.

Chief executive Harriet Green has ditched one of advertising’s most acclaimed slogans, “Don’t just book it, Thomas Cook it”, along with the group’s longstanding globe logo.

The sunshine heart and “Let’s Go” message will be used across all the group’s subsidiary companies, such as Condor, Neckermann and Elegant Resorts, although they will keep their own branding.

It is the first time in Thomas Cook’s 172-year history that all its companies will have a unifying identity.

The group largely carried out the rebranding in-house, as part of Green’s efforts to turn around the company. It said research showed the new message and logo had “real resonance” across different countries and languages.

Jim Prior, chief executive of WPP branding agency The Partners, said: “They have married a very warm, emotional concept, with the heart and the sunshine, with a very bland piece of typography. Rationally, I understand what they’re doing. Emotionally, I’m not sure it achieves the objective.”

Thomas Cook could risk confusion as there is a student travel guide called Let’s Go, and Ryanair’s in-house magazine is called Let’s Go.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in