Airtours takes flight with CPB

Holiday company Airtours is flying a new identity this week designed by Coley Porter Bell.

The “streamlined” logo adorns tail fins of Airtours planes and the funnels of two cruise ships.

The new logotype keeps the existing corporate colours of dark blue and green lettering, with a red stripe underneath.

The tail fin device has grown out of the identity CPB created for Airtours’ travel agency chain Going Places over a year ago (DW 7 January 1994).

The “bursts of colour” in green, red and yellow aim to create a “dynamic symbol”.

CPB managing director Helena Rees says: “Airtours has grown into a company with a total holiday proposition – its old identity had not and could not grow with the organisation.”

Any new identities for Airtours’ branded holiday companies and its hotels will fit in with the corporate branding strategy, says a consultancy spokeswoman.

CPB has worked up solutions for further applications. A decision on implementation has yet to be taken.