Barceló Viajes is the leading and most established travel agency in Spain. In the spring of 2015 it became B the travel brand. The independent brand and development consultancy, Nadie, carried out the communications strategy and branding.
Once the new name was in place (the name was developed by El nombre de las cosas) our goal was to create an identity for them that would keep the essence of Barceló but show the company in a more modern way –to visually link their new name and strategy with their long-standing reputation.
We devised a concept connected to travelling from the visual point of view. We wanted the colors and the typography to be taking the new brand away on holiday.
The blue and green carry you off to your desired destination. The stencilling forms a typeface where the cuts represent a journey’s routes. These typographic lines visually link to the lines of separation of the different graphic elements. This creates a flexible visual system which can be applied across all the different communication materials, both online and offline.
The new identity has been rolled out nationally across the whole company including the more than 650 branches in Spain.