Newmarket Holidays has unveiled a brand refresh which it hopes will “better reflect its identity” as it celebrates its 40th anniversary.
The updated design has been launched on the company’s website and will appear on future brochures and marketing materials.
Head of marketing & brand Kate Liberty said she hopes the new logo, fonts and colour palette will “reflect who we have become” over the past 40 years and mirror the “increased quality” of its product range.
The brand refresh also aims to appeal to a target audience that is looking for “carefully curated wish list escorted tours”.
“We wanted to start 2023 with a fresh new look but also reflect who we have become by acknowledging the increased quality of our product offering,” Liberty said.
“One of our enduring strengths as a company has been the ability to adapt and this rebrand is a true representation of what Newmarket Holidays is as a company today.”
Chief executive Niel Alobaidi said the brand refresh was the “start point” for the company moving forward, and will support its future plans.
“This rebrand is not the end point, it’s actually the start point and we very much see it as supporting all our future initiatives,” he told a Travel Weekly webcast.
He went on to say the operator’s upcoming plans include growing its long-haul portfolio, categorising its products to make it easier for customers to choose their holiday type, and to redefine the products it offers.