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Thomas Cook adopts ultra-simple motto and golden logo

October 4, 2013 Corporate, Headline News 1 Comment Email Email

egtmedia59“Let’s Go!” That’s the simple new slogan adopted by big British tour operator Thomas Cook. According to Britain’s Financial Times, the travel company’s new boss Harriet Green was instrumental in dreaming up the slogan.

“In keeping with the company’s new era of prudence, Ms Green spurned the cost of recruiting an external brand agency and chose the slogan herself with a small in-house team,” the paper reported.

Thomas Cook (22 November 1808 - 18 July 1892)

Thomas Cook (22 November 1808 – 18 July 1892).

The “Let’s Go!” tag replaces the motto: “Don’t just book it, Thomas Cook it,” said to be one of the best-known corporate mottos in Britain.

The slogan shift represents a major change. It’s part of a wider rebranding and comes with a new golden heart-shaped logo, New logo. Thomas Cookdesigned by Swedish agency Happy. Replacing the globe logo that Thomas Cook has used since 1880, the so-called “Sunny Heart” has been tried out over the past year in Scandinavia. Swedes, Danes, Norwegians and Finns loved it, apparently.

Thomas Cook has been through turbulent times recently, running into trouble when weak consumer confidence in Europe collided with the Arab Spring, which sharply depressed travel to countries like Egypt. The long-established tour firm faced collapse last year before being saved at the last minute.

Green’s survival plan has seen Thomas Cook axe 2600 jobs and close almost 200 High Street travel agencies.

The original Thomas Cook was born in Melbourne (the one in Derbyshire, England, that is) in 1808. He designed the world’s first excursion trip, taking a group of 540 temperance campaigners from Leicester to a rally 18 kilometres away.

Written by : Peter Needham

Currently there is "1 comment" on this Article:

  1. Noel Leach says:

    I cannot help but feel that the Thomas Cook of today is a sad reflection of the world travel powerhouse it once was when I started in the travel industry at the Thomas Cook branch in Adelaide, Australia, in 1974.
    For the heritage of the industry I hope the strategem for the survival of the iconic brand is successful.

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