New logo design for Thomas Cook
Thomas Cook has just transformed the company with a brand new logo and has ditched the oh so familiar tagline ‘Don’t just book it, Thomas cook it’ for ‘Let’s go’. The ‘sunny heart’ is meant to communicate the inspiring, personal journeys of travelling whilst also being customer friendly. The new logo will replace the existing blue globe on the website, stores, brochures and airline fleets.
Personally I think the design looks medical, sterile and clinical. The heart shape has connotations of healthcare and the promise of life. A friend of mine remarked that it looked similar to that of a family planning trademark. I can see how Thomas Cook are trying to connect with customers in a positive way and making changes to your image does sometimes work. However for me it does not resonate with a travel provider in any way.
In fact, I think the old globe created the impression of reliability and trust (thus like the company). Was there any need for a change? The slogan “Don’t just book it, Thomas Cook it” was simple and easy to remember. What any company wants surely? I think their advertising/marketing was working and did not need the sudden revamp.
What are you thoughts? Do you like the ‘sunny heart’? Let’s go and book with Thomas Cook…