TCI turns 50; revamps logo

The new logo is in the shape of a stamp, symbolising travel and communication.

On the occasion of completing 50 successful years in the business, Travel Corporation of India (TCI) has introduced a new logo. It has also rolled out a refreshed positioning statement. A wholly-owned subsidiary of Thomas Cook India, TCI has been one of the largest players in the inbound holidays and destination management space.

Commenting on the occasion, Rakshit Desai, executive director, Travel Services, Thomas Cook India, says, "Commemorating the completion of 50 years, and having reached the number one position in the realm of inbound travel, we undertook an initiative to revamp the brand communication of TCI that would be better suited for the dynamic market."

Desai adds that the new logo serves to demonstrate where the brand stands today, and also communicates what TCI has in store for the future. The new logo, in his opinion, embodies the company's warmth and confidence in providing great holidays to its customers travelling to India, Nepal, Mauritius, and Sri Lanka.

Logo Decoded

The new logo apparently stemmed from the brand's need to give a fresh impetus to create a buzz, while retaining the company's basic essence. An in-house team at JWT, TCI's creative AoR (Agency of Record), has designed the logo. ZenithOptimedia is the media AoR.

The new TCI logo is set in a stamp silhouette, with Indian motifs in the background. The stamp aptly represents travel and communication, and is symbolic of the services offered by TCI, including group tours, customised tours, charters, and luxury train holidays that are offered to all inbound travellers, within India.

It is also symbolic of post-travel sharing; this is based on the insight that travellers tend to share their trip experiences, happy moments, photos, and stories of fun times they had during the trip. The Indian motifs lend it an Indian touch, reiterating the fact that TCI is an Indian company at heart, and stands for Indian values such as warmth, friendliness, caring nature, confidence and youth.

The colour used in the background is indigo, with delicate gold patterns on it. It stands for intuition, perception, concentration, and deep knowledge. The colour indigo also represents the brand's rich lineage, and lends it a sense of nobility. Besides underscoring the brand's heritage, it also reminds one that TCI is a premium brand.

In a deliberate move to portray grace and solidarity, the font used in the logo is serif bold. The aim is to convey that TCI in its new avatar is a bold new company with soft edges.

For the record, TCI has been a recipient of the National Tourism Award by the Department of Tourism since 1976 (Inbound Category). With over 250 trained, experienced and well-informed staff members, the company boasts a healthy network of seven overseas offices in six countries, and 12 offices across 10 cities in India.

One of the most popular products marketed by TCI, in association with The Luxury Holidays, is the luxury train called 'The Indian Maharaja- Deccan Odyssey', which runs between Mumbai and Delhi.