FutureBrand is overhauling Thomas Cook’s corporate identity following its acquisition last year by German leisure group C&N.
The win is the second big Thomas Cook job in four months that the consultancy has scooped.
C&N, Europe’s second largest leisure group, has decided to adopt the Thomas Cook brand name as its retail and service brand across Europe.
The Thomas Cook identity, scheduled to launch in June, will be a “radical, but necessary” change from the existing red and white logo, says Thomas Cook marketing director, UK distribution, Kevin Styles. It is believed that the marque will feature C&N’s corporate colours, blue and yellow.
The redesign has been prompted by a need to unify the Thomas Cook marque across Europe, Styles says. The brand name will remain the same. “Thomas Cook has strong brand values, but the visual identity is a touch dated,” he adds.
C&N chairman and chief executive Stefan Pichler says Thomas Cook is one of the world’s best known and respected leisure brands. “We intend to take full advantage of what it gives us, and believe that today’s announcement demonstrates that we intend to optimise fully the Thomas Cook name,” says Pichler.
FutureBrand was appointed on the strength of previous work with Thomas Cook, including the £1.25m creation of the name, identity, interiors, signage and graphics for its holiday-market airline JMC’s premium class brand.
FutureBrand declined to comment on the latest project.