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TRAVEL>FOR­WARD BRAND­ING by Some­One https://some­onein­lon­

World Travel Mar­ket (WTM) runs in­dus­try-lead­ing travel con­fer­ences. To help peo­ple cap­i­talise on the op­por­tu­ni­ties pre­sented by tech­nol­ogy within the travel sec­tor, it cre­ated Travel>For­ward, a new dig­i­tal arm of WTM, and tasked Lon­don agency Some­One with strate­gi­cally po­si­tion­ing the brand across all chan­nels for the 2018 launch.

While the travel in­dus­try is of­ten as­so­ci­ated with palm tree im­agery and cultural clichés, Some­One took a dif­fer­ent ap­proach for Travel>For­ward. The new brand­ing uses the > sym­bol both as a chevron and as a graphic de­vice to sig­nify the brand’s pro­gres­sive na­ture, evok­ing the idea of agile, fast think­ing.

Se­nior de­signer Shaun Turn­bull ex­plains: “This brand should be seen as never stand­ing still, con­tin­u­ously un­leash­ing new ideas into the travel in­dus­try from proven pro­fes­sion­als and bleed­ing-edge rad­i­cals. We’ve ap­plied this thought across all ap­pli­ca­tions, from brochures to a be­spoke type­face and iconog­ra­phy set.”

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