Co-operative Travel Management rebrands as Clarity

Co-operative Travel Management, a business travel company, has relaunched as Clarity Travel Management with a new look created by Row A.

The rebrand was initiated when the Co-operative Group sold Co-operative Travel Management to Saudi-based Al Tayyar Group last year.

Row A first carried out an audit of the brand, researched competitors and held focus groups with Clarity Travel to help it define new brand values.

Consultancy creative director Simon Rowlands says: “Travel management is more than just delivering people where they need to be, it’s about delivering value for clients, cutting costs and improving productivity.

“The name Clarity encapsulates the group’s analytics and business insight, fluid way of working and the open, transparent way they work alongside clients’ procurement teams.”

In a bid to reflect the personal account management relationships that clarity offers, Rowlands says the new identity features “warm, clear colourways” and avoids “cold-corporate blue” which is favoured by other business travel competitors.

Across the brand “graduated, stepped shading echoes the physical movement of travel and the Clarity brand ethos of continual improvement, progression and refinement,” says Rowlands.

The new brand begins to roll out across Clarity Travel Management’s 13 regional offices from today. Rowlands says this is the beginning of the project and there are still many assets to create.

Last month the Co-Operative Pharmacy rebranded as Well.