Lime sets scene for independent holiday operator

Brighton-based consultancy Lime has created an identity for independent holiday operator Travelscene, which competes against the likes of My Travel-owned Cresta and Bridge mainly in the European city-breaks market.

The design retains the Travelscene red, which has been an element of the identity since the brand was founded in 1967, but adds three secondary colours – yellow, blue and turquoise – to the corporate palette.

The intention of the revamp is to position the brand with an image that is fit for 21st century competition and represents its first-ever significant redesign, according to Travelscene marketing manager Louise Newton.

She adds, ‘With an ever-increasing range of brochures, it was particularly important to us that the new logo could fit the design of products as diverse as our Ireland All Over programme and the Cruiseferry Breaks brochure that we do for P&O.’

Lime designer Chris Inkpen says, ‘We’ve given Travelscene a contemporary look and feel while retaining the heritage of this well-established brand. Colour [was] one of our most powerful tools in this process.’

The logotype, with its ‘delta-shaped’ brand icon, will be unveiled in the company’s 2003 series of brochures later this month. The font is derived from the original Meta typeface, but Lime has given it a ‘tweak’ to provide some differentiation.

The design brief also embraced stationery, presentations materials and a website.

Lime was appointed in March following a two-way paid pitch.