When we had first approached Mr. Kapur, the Director of GTP, it was not for his travel agency, but for a beer brand that he had just launched in India, by the name Little Devils. However, at the time, Little Devils was not up for grabs. In spite of that, and after seeing our presentation and enthusiasm, he gave us the opportunity to work on his travel company’s branding.
In addition, he felt that the local design agencies were ineffective in creating the desired symbol (logo). Therefore, the task ahead was going to be a challenging one – because we wanted to turn a only company into a Brand.
About GTP
GTP is a trusted 30 year old travel agency established by two bespoke individuals, namely Mr. Umesh Kapur and Mr. Kanwal Jit Singh. They organize tours, take care of travel bookings and pay – refreshingly first-class – attention to details. In short, if you were to ever hire them, you wouldn’t ever think of going anywhere else.
You can also visit their website here.
Existing Work
The Brief
Before beginning any work – as a standard process that we follow – we sent GTP a design brief (a questionnaire that allows us to understand the job to be done). Once the brief was filled in, we were able to identify with the problem, and prepare a creative brief.
In One Line: To create a brand identity for a 30 year old brand – Grand Travel Planners – that’s modern, simple and relevant for the company and it’s audience.
Research
To begin with, we began looking at competitors in the market. Its a good idea to understand what others are saying and doing, so we can either do it better or say it in a new way. Later, we conducted a few Brand Mapping exercises – in order to get a better understanding of what could make our proposition powerful.
The result of our findings suggested that most online portals are a me too, and others fell in the category of we’re trying hard, however, getting nowhere. In short, we weren’t fired up.
Conceptualization and Brainstorming
Because we had dug out every hole, we took a break and let the information marinate in our heads for 4 days. This “break” is an essential part of the creative process. It allows us to reflect back on the information and ideas, and even approach the job from a different perspective.Note: We were – in all – adamant about the fact that we would not use the following symbols in any case: planes, trains, buses, birds, tickets, suitcases, check boxes and the likes.
Guess what? The break paid off.
Our findings illustrated that GTP satisfies all its customers with worldly services that include: attention to details, customized services and the fact that all possible travel needs are taken care of under one roof.
Our Single Minded Proposition for GTP- Worry Free.
And once we had Worry Free, we built the whole brand around it. It expressed feelings of glee, a sunny day, freshly plucked apples, the feeling of being kissed for the first time (this excludes your mom) and a need to jump in the air with all your might- like a soccer player who scores the winning goal for his country.
Final Work
Business Card
Envelope
Letter Head
Style Guide
Colours & Typeface
Our goal was to keep the look simple, fresh, everlasting and humanly. Therefore:
The font used for the logo design is called Trebuchet. Its simplicity reinforces and compliments the core branding idea of Worry Free.
The blue colour resembles the clear blue skies, on a clear day, full of light. The kind of day when you feel like holding hands – with your loved ones, the kind of day when you feel like Superman. OK, we were joking about that last bit.
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