European holiday giant Thomas Cook Group is using three primary brand for its travel operators in the Nordic countries; Ving in Norway and Sweden, Spies in Denmark and Tjäreborg in Finland. All three brands have histories going back to the 50s and enjoy strong positions in their respective markets. Today, it is launching a new visual identity with a common icon to be used by all three brands, created by Swedish design agency Happy F&B
From now on, all three brands will be represented by a glowing yellow and orange heart, nick-named "The Sunny Heart". The changes will also apply to the group hotel chains, Sunwing and Sunprime. Having a common visual identity allows both the travel operator and the hotels to be part of the same unified brand experience.
The Ving logo was part of an identity system developed by Hans Brindfors while at Lowe Brindfors when the company changed its name from Vingresor in 1993. The company's hotel chain, Sunwing Resort, used a logo that was linked to Ving through a common typeface.
The Spies logo featured a stylised version of the Trundholm sun chariot, a bronze age statue of a horse pulling a disc. It was chosen as a symbol by the company's founder, Simon Spies, and was brought back as part of a corporate identity redesign in 2009. The agency behind that identity was Artners (now known as Mega Design).
Tjäreborg was founded in Denmark, where the brand was abolished in 2009. The name lives on in the form of its Finnish subsidiary, which last had introduced a new logo in 2010.
|Previous Sunwing logo.|
Ving Sweden (archive)
Published by The Branding Source.