Short-break leisure business Center Parcs has a new identity by CGI Ingleton Thomas after more than three years of research.
The Scottish & Newcastle subsidiary operates holiday centres in The Netherlands, Belgium, France, Germany and the UK, and the cost of implementing the “leafbird” logo across all sites will exceed 1m.
The repositioning was aimed at harmonising the needs of the five different markets, says the consultancy’s managing director Stephen Thomas. “There were different levels of brand awareness and of the quality of the product,” he says.
Meanwhile, the group’s new name and identity for franchised rail line Network South Central is being launched on Sunday. CGI Ingleton Thomas is now working on a marque for South Eastern holding group CGEA’s second rail franchise.
And the group, formed by a merger between CGI and Ingleton Thomas a year ago, is planning to re-introduce the original name of Corporate Graphics International.