C&C updates Discovery Initiatives’ image

‘Ethical’ travel agency Discovery Initiatives unveils a new identity by C&C Design today.

The consultancy has also refreshed the look of the website, which will go live in about six weeks.

Discovery Initiatives, which runs endangered species sightseeing holidays, appointed C&C without a pitch in November last year.

‘The company was suffering from bad, old-fashioned Green branding, so it briefed us to modernise and strengthen its look,’ says C&C director Robin Chapman.

‘It had an “oh-so-Green” logo with pictures of tigers and wild animals, on nasty, flecked recycled paper. In an era when Green issues increasingly have a modern look, this sort of sandals-and-lentils look is very dated,’ he says.

C&C devised the strapline ‘Travel need not cost the earth’, which will appear on the travel company’s brochure, also designed by C&C.

The logo, which incorporates a leaf and footprint motif, will be applied across the website, brochure, stationery, ticket wallets and luggage labels.