Co-op travel firm rebrands as it cuts ties with former owner
Co-operative Travel Management has relaunched today as Clarity Travel Management as it removes the final ties to its former parent group.
The Manchester-based business travel operator brought in strategic branding agency Row A to create the new identity following its sale to the Saudi-based Al Tayyar Group in 2014.
The new identity, which will be used from today (16 March) features a strong yellow and black logo, which will be carried across all communications from online to the company's 13 regional offices, and represents a new company tone of voice.
To create the branding Row A led in-depth focus groups, sector research and client testing to inform the new internal values, the visual identity and the creation of the name Clarity Travel Management.
Pat McDonagh, chief executive of Clarity, commented: “With Clarity it goes far beyond a name and a logo, our name reflects what we aim to do – we will be bringing clarity to our clients’ travel management programmes.
“The brand and proposition provide a clear service to clients, clear on costing and clear in everything we do. Clients know they can trust us to get their people around the world safely.
In the past 12 months, the company has invested £500,000 in developing advanced travel management software into the business.