Kuoni India revamps logo
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Kuoni India has announced the launch of new brand architecture for their mainstream holiday business by unveiling the new logo. 
The new architecture will enable the mainstream holiday business to be future ready as a new age innovative holiday maker. Along with the refreshed architecture, the holiday company will also have a new tagline of ‘We are for holidays’.
The new visual image includes a refreshed logo identity, a completely revised picture style and a uniform message for all creatives. These different elements work together to create a modern, inspirational brand that believes in transforming lives going beyond the product, price and offers. The new image differentiates the company and makes it relevant to consumers across travel segments.
Speaking on the development, Vishal Suri, Deputy COO-Tour Operating for Kuoni India said, “The whole creative process identified single branding strategy as the ideal approach to inspire a wide cross section of explorers. A new visual image was then developed to change the mindset of Indian holidaymakers by encouraging them to make holiday a priority. In addition, all Kuoni India employees are being intensively schooled in the new image and the substance behind the brand so that the whole company is prepared for the transformation. The refreshed architecture embodies the Goodness and Approachability of ‘SOTC’ and the Global expertise and Explorer imagery of ‘KUONI’.”
“It is an absolute necessity for a travel company catering to multiple segments across sectors to skillfully communicate a consistent message to all the stakeholders. Our new identity is a culmination of intensive brand audit and research profiling based on the interview of substantial respondents across travel spectrum. Holidays are still perceived as luxury in India and are not regarded as a priority. This campaign seeks to lower the guilt associated with taking holidays by encouraging Indians to view holidays as a necessity. This process has enabled us to reiterate and maintain our status as the leading travel company enabling travelers to gain magical, memorable experiences by turning their dream for a holiday into a dream holiday,” he further added.
The refreshed architecture and strategy has been developed with support from the creative agency TBWA. Shiv Sethuraman, CEO, TBWA India Group said, “The objective of the new identity, the positioning and the resultant campaign is to exhort people to believe that taking a holiday is a priority. We Indians are an extremely hard working lot and sometimes we all feel that by taking those few days off we are letting down our organizations, colleagues, bosses and partners. Kuoni and SOTC by virtue of their unique leadership positions, globally and locally, are best poised to grow the holiday market by encouraging people to take more holidays.”
