When I was introduced to our new Amadeus branding last year, I went through a short period of “this is so different, it just feels weird” to me becoming one of its biggest supporters. Of course looks should not be everything, but they do count. And now that it has more than a year since our re-branding, I am still marvelling at documents, white papers, websites and emails that my colleagues produce.
By just utilising a few simple shapes and logos, our visual identity becomes instantly recognisable and really stands out. The designs and messaging that brands, companies and of course ourselves use, are powerful tools to communicate our personality. The branding of a company is almost like the cover of a book. It’s there to entice you in, to hold your attention and ultimately leave you wanting to find out more. A favourite book of mine is The Perks of Being a Wallflower. It’s cover instantly appealed to me with its design of a torn out piece of notebook paper, with black and white photographs paper-clipped on top and expressive handwriting. Would I have even picked the book off the shelf in the shop if I didn’t notice the cover? Probably not.
The same thing happens with almost everything around us when we choose our clothes, cars, hairstyles, shoes, phones. We make these decisions to sub-consciously express something about ourselves. Maybe something new and fresh every now and then is important to refocus attention to ourselves and our businesses? Most importantly we need to ask ourselves who do we want to attract? What is the most appealing way to share our vision with a wider audience? What is the best way of designing our businesses book cover?
In our Amadeus UK office as well as all Amadeus locations across the globe, I can clearly see that with our goal to shape the future of travel, the re-branding has brought us closer together and helped align all our efforts. When the content is great, why not let that be reflected in our cover? A year on from the re-brand, I feel that both our content and branding have never been better and in my opinion, our book is well worth a read.