Background
Established in 1983, Colletts continued to build on its reputation in the world of luxury travel for almost 40 years before considering an update to it’s original logo. Colletts recently became part of the Global Travel Collection which presented the perfect opportunity to rebrand the business in order to update and align itself closer to all partner agencies.

Brief
The client brief was relatively simple — create a new identity that better aligns itself with the Global Travel Collection logo while also resembling something like a luxury fashion brand.

A mood board was kindly supplied alongside this request, featuring luxury brands such as Chanel, Gucci, Dior and the Carrier Travel logo. This provided a clear direction and very quickly an idea was formed that would literally turn Travel on its head... or at least the first letter of the word.

Solution
This monogrammatic logomark was created by taking the letter T and rotating it 90° and placing it within a circular shape to form a minimalistic letter C. Incorporating both of the initial letters for Colletts Travel into one simple, stylish symbol.

The application of this symbol can be outlined, as shown in the primary logo above, or it can be reversed with a filled space that can be used to contain different colours or imagery as part of the overall brand style.

Having created a very different and distinctive new logomark, it seemed most appropriate to combine that with a wordmark that was not so radically different from the original, so that it retained some brand recognition for existing clients and customers.

This required a bold, sans-serif font displayed in caps with extended letter-spacing, for which we selected Altform by CoType, which had the desired look but also included some unique characteristics that could be used for future marketing applications.