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Intrepid Travel rebrands, including new logo, via SouthSouthWest

Melbourne-based travel company Intrepid Travel has revealed its new visual identity, including a new logo, with Melbourne design agency SouthSouthWest, Mumbrella can reveal.

As part of the relaunch, Intrepid has also made four key changes, including an added product statement, a new vision, a new purpose statement and a new mission.

Intrepid’s logos from oldest to newest [Click to enlarge]

“Intrepid has introduced a product statement into its brand book: Sustainable, Experience-Rich Travel. Intrepid has stated that it believes that “traveling in a way that empowers communities and protects the planet creates a better experience for travelers.”

In the second significant change, Intrepid’s vision has been changed from “changing the way people see the world” to “changing the way we all see the world”.

The new vision is part of Intrepid’s positioning itself as a more human and inclusive brand. As part of this change, the company has also launched a Global Ethical Marketing Policy.

For example, under this new policy, Intrepid has committed to having at least 50% of its partner creators and influencers from the BIPOC (black, Indigenous and people of colour) community, creating size inclusive resources for travelers, posting a minimum of 10 social media posts per year amplifying and supporting Indigenous peoples, and publishing a minimum of five stories on its blog centered around the truth of the impact of colonisation.

A mock billboard using the new logo

Intrepid’s new purpose statement is: “We exist to inspire, create, share and lead the best travel experiences ever – for both people and the planet”. Intrepid plans to recertify as the world’s largest travel B Corp in December 2021.

The company has also embedded gender equality into its 7-point climate action plan and created a new email address – accountability@intrepidtravel.com – with aim being that the public can hold Intrepid accountable.

Intrepid’s new mission is “to create positive change through the joy of travel”.

During an online seminar with TBWA’s Backslash earlier this month, Thorton said: “Customers have to take action in terms of where they’re choosing to spend their money and research really carefully. Businesses have to take action in terms of making sure that their experiences are sustainable and communities, they need to continue to take actions and make sure that they’re actually supporting companies that are truly bringing benefit into their local area. It’s not going to be one or the other.”

Credits:

SouthSouthWest

Jonathan Price – CO FOUNDER / MANAGING DIRECTOR

Andy Sargent – CO FOUNDER / CREATIVE DIRECTOR

Ben Birchall – DIRECTOR OF BRAND VOICE

+ THE INTREPID TEAM LEAD BY NATALIE PLACKO, GM GLOBAL BRAND

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