Carlson Wagonlit is getting a fresh new look, the company’s first since 1994.
Carlson Wagonlit Travel (CWT) has given its branding a complete makeover, just in time for its launch of a new global marketing campaign revolving around the tag line of “Make the world work for you”.
Coming twelve months after Kurt Ekert was appointed President and CEO of the company, CWT has shed its teal branding in favour of a more robust, vibrant colour scheme which better reflects the company’s digital strategy, and its vision and values.
Created by London-based creative branding agency, Curious, the main corporate colouring, replacing that created in 1994, combines a blood orange shade called Sanguinello with the contrasting gray of Charcoal.
Sanguinello represents the characteristics of optimism, pleasure, and a thirst for action; Charcoal adds solidity and stability, and reflects a sense of calm.
“The invigorating change in our branding underlines our proposition as the enabler of change in our industry,” said Chief Strategy Officer, Patrick Andersen.
“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.”