Explore Worldwide has revamped its logo to create a modern look and feel that is more closely aligned with its client base.
It is the first overhaul of the brand’s identity for many years, according to the company, which was set up in 1981. It sees the word Explore! changed to lower case with a hand-drawn ‘X’.
The company is also reverting to use its “Don’t just travel, Explore!” strapline more prominently, instead of “Once in a lifetime, every day…” which has been used more frequently in recent years.
The “Don’t just travel, Explore!” strapline is designed to highlight the operator’s trips as offering a way to get under the skin of a destination and away from the tourist crowds.
Marketing director Jae Hopkins said the fresh look aimed to better resonate with the company’s “adventurous spirit” and commitment to “sustainable hand-crafted adventures”.
“The time has come for Explore to undergo a rejuvenation, bringing our visual identity and tone of voice into closer alignment with the personalised, human-centred nature of our adventures,” she said.
The operator said its new logo, in particular the handwritten X, was to emphasise the human nature of travel and the company’s “personal, customer-focused outlook” and better reflect the brand’s personality as modern and approachable.
The operator has produced a short video explaining the rationale behind the brand revamp for clients, of which 63% in the UK are repeat travellers with the company.
The operator will produce a magazine and brochures for 2024 in the coming weeks, all featuring the new look.
Hopkins added that the brand refresh was also a reflection of how the company does business, with its ethos and values central to the way it operates.
She said: “We’ve always prided ourselves on ‘doing the right thing’ at Explore, whether that’s by customers, by our staff and partners, or by the planet.
“We have a values statement we created as a team, and we’ve developed a raft of policies behind the scenes – from our Animal Protection Policy and Indigenous People Policy to an Ethical Purchasing Policy and Ethical Marketing Guidelines – to ensure we’re consistent, and that we’re doing the right thing by all our people and our places.”