Carlson Wagonlit Travel reveals first brand refresh since 1994

Carlson Wagonlit Travel, the global travel management company, today unveiled a complete refresh of its branding, and launched a new global marketing campaign, which revolves around the tag line of “Make the world work for you.”

“The invigorating change in our branding underlines our proposition as the enabler of change in our industry,” said Patrick Andersen, Chief Strategy Officer. “The new tag line not only illustrates our sense of purpose at a corporate level, but it can also be adapted to our different divisions.”

Coming twelve months after Kurt Ekert was appointed President and CEO of the company, CWT has shed its teal branding in favor of a more robust, vibrant color scheme which better reflects the company’s digital strategy, and its vision and values.

The main corporate coloring, replacing that created in 1994, combines a blood orange shade called Sanguinello with the contrasting gray of Charcoal. Sanguinello represents the characteristics of optimism, pleasure, and a thirst for action; Charcoal adds solidity and stability, and reflects a sense of calm.

The new branding was created by Curious, the London-based creative branding agency.