Explore diversity
Poland’s leading touroperator – a cult brand, loved for over 25 years for its diversity, exoticism and praised for the consistency of its offerings.
The task the agency was given was to refresh the company’s logo and image to create a modern and flexible system that reflects the diversity of the offer, while maintaining the joyful and holiday character of the brand.
Its name was also changed – shortened to the stand-alone RAINBOW which also functions more favourably in the logotype. The avatar of the brand was made the R letter, which works as a logo, at the same time providing a starting point for an identity system. A slogan, a destination-specific element or a new RAINBOW sub-brand logo can be inserted into the R. The website has been moved to a new, simplest possible domain address www.r.pl.
The dedicated typeface complements the company’s new image. The typeface design was based on the brand’s new logo – the letter R.
The Rainbow typeface is a sans-serif typeface with a warm and friendly drawing and a solid letter structure with rounded line finials. The Rainbow typeface family comprises three variants: the eye-catching Display variety, which forms the basis of the RAINBOW logo and is used for short texts, and the Regular and Bold variants used for longer text lines.
The scope of the rebranding also included designing a new structure and layout for the tour catalogs, which are still a very important sales tool for the touroperator.
Figloklub is Rainbow’s offer for families with children. Selected hotels, experienced animators and a rich animation programme in Polish are used to develop children’s passions, talents and skills.
The Polish Zone is the only holiday village concept offered in Poland, which, thanks to its wide range of attractions, allows you to spend time in an excellent Polish atmosphere abroad.
The implementation of the new branding started from inside the organisation, gradually taking it outside.
Internal communications, aimed at employees (pilots, agents and residents residing around the world), used a handout informing and describing the changes and a video presenting the ideas behind the developed brand identity.
References
I dare to call our collaboration a success. It hasn’t been a year since we changed the sign, and already I can’t imagine going back to the previous identity, and I struggle to think that we used to look completely different. A round of applause for the whole team! I recommend PBD’s services as a partner in the field of brand image creation.