The Thomas Cook Group has decided to unify its brands and market activity under one common symbol, the 'Sunny Heart,' which was introduced Thursday to replace the 'Globe' in the company's websites, international stores, airline fleet and throughout its headquarters and overseas offices, according to a press release from the company.
Thomas Cook has released the new branding to represent who the company is and what it promises, which is a high tech, high touch, experience across all customer touch points with an omni-channel approach.
"It's a major milestone in our high tech, high touch transformation," Harriet Green, the CEO of Thomas Cook Group plc, said in a statement. "This isn't just a rollout of a new logo, it's about a promise.
"What we're announcing today is a renewed promise to our customers, our people and suppliers," Green continued. "A promise that we're putting them at the heart of our transformation.
Thomas Cook Group has many leading brands, including Neckermann in Europe, Ving in Sweden, Condor in Germany and Airtours in the U.K., all of who will begin carrying the 'Sunny Heart.'
"It's the essence of who we are," Green said. "The unification of our brands under the Sunny Heart is three fold; it will make it easier for our customers to understand the full strength and end-to-end value of the entire Thomas Cook Group coupled with our full innovative offering of our services and products; it will show more clearly what differentiates us and how we provide a total experience along every touch point - from research, to booking, to anticipation, to the holiday itself; and importantly, it will clarify our customer promise - a complete range of inspirational experiences for our customers."
According to Green, the intention isn't to rebrand all aspects of the company with the 'Sunny Heart' but to have them all form part of the group architecture, and as a result, most of them will carry the heart in some part of their logo.
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