Virgin Holidays is to launch a revamped identity, created by Start Design, later this month.
The redesign is the first since the brand was launched 16 years ago, according to Virgin Holidays sales and marketing director Kathryn Street.
‘It was time for a change,’ she says. ‘We wanted something cleaner and more modern, and following 11 September we needed to go out into the marketplace with a positive statement.
‘We have always been very good at retaining customers and we wanted to get more customers. We thought that the revitalisation of the identity would be a great way of doing that,’ says Street.
‘We are also looking to identify ourselves more with the values of the [Virgin] group, which we hadn’t been doing,’ she adds.
Street says the new logo, which drops the yellow colouring, but still makes use of the traditional luggage label icon and Virgin red, will be applied more consistently across all applications.
‘Our brochures would be called, for example, Virgin Territory or Caribbean Calypso and the Virgin Holidays brand would be lost.
‘There is now continuity because everything will be very obviously branded Virgin Holidays,’ Street says.
The relaunch of the identity will be supported by a television advertising campaign.
Start Design, which was appointed in January, won the work following a three-way credentials pitch.
Eventer Design has redesigned the company’s brochures which will be launched at the same time as the new identity is unveiled. The first to launch will be Virgin Holidays’ flagship Florida brochure, followed by its Caribbean, California and ski brochures.
The consultancy won the work following a four-way unpaid creative pitch.