Abercrombie & Kent has unveiled a new brand identity designed to “capture founder Geoffrey Kent’s spirit of adventure”.
The rebrand is centred around a new tagline, ‘Life, Well-Travelled’, and features an updated logo that has been designed to represent direction, movement and “the boundless possibilities of exploration”.
The operator has also introduced a new colour palette inspired by various destinations and travel styles. The warm tones are said to pay homage to Egypt and Africa, two of A&K’s top destinations, while the neutral colours reportedly reflect its safari roots.
The refresh also involves various digital updates, including a more streamlined website and cohesive social media channels that sit beneath the same username.
Alongside this, the operator will launch a new magazine. Souvenir will feature the work of travel writers and photographers to “evoke cherished travel memories”.
Peter Chipchase, Abercrombie & Kent Travel Group’s chief marketing officer, said: “At the heart of the brand’s DNA is this original spirit of adventure and discovery, but done in a beautifully elevated and curated way. ‘Life, Well-Travelled’ is about unlocking a world of impossible possibilities – when you travel with A&K, you know you’re doing it right.
“Souvenir will transport our audience to the heart of the A&K experience, immersing them in the destinations, cultures, and adventures that define ‘Life, Well-Travelled’.”
The brand overhaul follows the operator’s decision to rebrand its collection of safari lodges and riverboats from Sanctuary Retreats to A&K Sanctuary at the end of last year.