Carlson Wagonlit Travel (CWT) has unveiled its refreshed branding and launched a new global marketing campaign centred around the tag line “Make the world work for you”.
CWT has shed its teal branding – first created in 1994 – in favour of a new corporate colouring that combines a blood orange shade called sanguinello with the contrasting grey of charcoal. Sanguinello represents optimism, pleasure and a thirst for action; while charcoal adds solidity and stability, and reflects a sense of calm, the company said in a release.
“The invigorating change in our branding underlines our proposition as the enabler of change in our industry,” said Patrick Andersen, chief strategy officer. “The new tag line not only illustrates our sense of purpose at a corporate level, but it can also be adapted to our different divisions.”
The new branding, which comes a year after Kurt Ekert was appointed president and CEO, was created by London-based creative branding agency Curious.