Thomas Cook, a UK-based tour operator, has re-branded itself, replacing its globe logo with a new ‘Sunny Heart’ logo, The Telegraph and Daily Mail have both reported.
The new logo, in yellow, will replace the existing blue globe on the company’s website, in stores, on brochures and on its airline fleet. The company has also scrapped its ‘Don’t just book it Thomas Cook it’ tagline, replacing it with the phrase ‘Let’s go’.
The logo change follows a yearlong trial in Scandinavia, which Thomas Cook said met with a positive response from Danes, Finns, Swedes and Norwegians, the Daily Mail said.
New ‘Sunny Heart’ decals were fitted to a Boeing 757, which became the first of the firm’s planes to take to the skies bearing the new logo as it flew from Manchester to Greek resort, Santorini. Other brands in the Thomas Cook Group, including Sunset, Airtours, Condor Airlines and Direct Holidays, will also carry the new logo.
Harriet Green, group CEO, said: ‘This isn’t just a rollout of a new logo, it’s about a promise. What we’re announcing today is a renewed promise to our customers, our people and suppliers.’
Ms. Green said that the re-branding represented a ‘major milestone in our high tech, high touch transformation’. The ‘Sunny Heart’ logo will make it easier to ‘understand the full strength and end-to-end value of the entire Thomas Cook Group’.
‘The Heart will appear on the web, in brochures, in our aircraft, in our concept hotels, our other hotels and in our stores: in short, everywhere that our customers connect with us,’ she added. ‘It will inspire and assure our customers, showing that everything through our brands is connected at every level ensuring a unification of care for our customers, through every step of their journey with Thomas Cook.’
The re-branding comes as the company has been facing financial troubles and has shut hundreds of stores and cut thousands of jobs in the last few years. It was eventually forced to cut 2,600 jobs and shut around 195 High Street travel agencies as part of its survival plan.