World renowned tour operator, Thomas Cook, has opted for a new ‘Sunny Heart’ logo, ditching the globe logo it first used in 1880, as the company continues recovering from being close to collapse. The 172-year-old firm unveiled the new design alongside a new positioning statement – ‘Let’s Go’ – replacing its famous motto ‘Don’t just book it, Thomas Cook it.’
The re-brand is part of a complete overhaul by new CEO Harriet Green, who was recruited last year to save the company. The tour operator had been battered by weak consumer confidence in Europe and disruption to holiday destinations such as Egypt. Thomas Cook was eventually forced to cut 2,600 jobs and shut approximately 195 travel agencies as part a survival plan.
The changes mark a new chapter in a history dating back to 1841, when former Baptist preacher Thomas Cook began running tours for members of the anti-alcohol temperance movement.
The switch to the new logo follows a year-long trial in Scandinavia, which the firm said met with a positive response from Danes, Finns, Swedes and Norwegians. Swedish ad agency Happy, came up with the design. Neither Happy nor Thomas Cook would reveal how much it paid for the new logo, with a spokesman saying only that the cost was ‘minimal’.
While the Sunny Heart idea came from the Swedish ad agency, industry sources said the final version had to be tweaked by the firm’s own marketing team. The design was made ‘a little plumper’ compared to the original and has also been ‘irradiated’ by adding a sparkle of light.
Thomas Cook marketing and ecommerce director Mike Hoban said, “The gold sunny heart logo had been created to evoke warmth and emotion and worked for all types of holiday, even skiing. The type in metallic grey reflects a high tech, digital Thomas Cook.”
After a successful year in the Nordic countries, the sunny heart is now the unifying symbol for the whole Thomas Cook Group, in more than 70 countries. This is the first time in Thomas Cook’s 172-year history that all its companies will have a unifying identity.