Global distribution system and travel technology giant Travelport has completed a rebranding.

The London-based firm, which was bought by private equity in 2018 for $4.4 billion after four years as a publicly-listed company, revealed its new look on Wednesday.

The company’s traditional blue and green logo has been replaced with a modern look under the strapline ‘Change Is For The Brave’.

The firm described the new look as a “bold and distinct new visual identity” and said it was part of the company’s first ever full “end-to-end rebrand”.

London-based creative agency Studio Parallel worked with Travelport on the rebrand which can be seen now on its website and social channels including Instagram.

Travelport chief executive Greg Webb, who joined from rival Sabre in 2019, said: “Travelport has transformed. We are now fully focused on what we do best – connecting buyers and sellers that share our passion for delivering exceptional travel experiences.

“We are also embracing our strengths – our agility, our independence and our ability to make the bold long-term decisions needed to simplify travel’s complex ecosystem.”

He added: “Our new brand reflects all this – who we’ve become, through our investments in the right people, products and technology and our vision for the future, as we get ready for a year of significant advances for Travelport.

“We’re proud to show it to the world today and are looking forward to following it up very soon with the launch our next-generation platform, which will change the game in travel retailing.”

The rebrand was overseen by Webb and chief marketing officer, Jen Catto, who joined the company in September 2020.

She said: “This is a holistic rebrand. While we’ve kept the essence of what makes Travelport great, we’ve refined our vision, what we stand for, how we act, how we look and how we market our business.

“Most importantly, this is a new promise we’re making to our customers; we’ll work harder for you than anyone else to build a better, simpler and smarter future for travel retailing.”

A full rebrand of all company assets, including products and office spaces, will be completed in the coming months, Travelport said.