1977 Design rebrands CHR Travel

1977 Design has created a new identity for CHR Travel, which uses a pin locator device in the brand identity.

Using the pin locator device
The CHR logo

UK-based CHR offers European holiday tours to a client base of tour operators around the world.

1977 has been working on the new identity for around a year, according to creative partner Paul Bailey, and has aimed to tackle a number of issues with the previous branding.

Using the pin locator device
Using the pin locator device

Bailey says, ‘Firstly it was unclear whether they included Europe and not just the UK. Secondly there was confusion with potential clients as to whether they were a travel company rather than a tour provider.

‘Finally their focus on building great tours, which tour operators’ customers will always remember, needed to shine through.’

Using the pin locator device
Using the pin locator device

To address this, 1977 has reworked the company name, to CHR Travel Europe, an introduced a flexible ‘pin’ graphic marker to the logotype.

This is used in the identity, as an image holder, and in graphics, to give an indication of CHR’s tour offer.

Using the pin locator device
The pin device used as an image holder

The pin device can also be used as quote marks, to show testimonials from CHR customers.

Bailey says, ‘The branding boiled down to some relatively simple devices that work well together.’

Using the pin locator device
The graphic pin used as quotemarks

1977 is also working on a new website for CHR, which is set to launch by the end of the year.

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