• Transform magazine
  • December 06, 2019


Travel firm rebrand cuts ties with The Co-operative


The Co-operative Travel’s new Middle Eastern owners have renamed the travel company Clarity, cutting ties with the mutual group that sold it last year.

Clarity brought in strategic branding agency, Row A, to create the new identity. The rebrand includes a simple two-tone yellow and black logo. The new name, brand values and visual identity were informed by focus groups, sector research and client testing.

Pat McDonagh, chief executive of Clarity, comments, “With Clarity it goes far beyond a name and a logo, our name reflects what we aim to do – we will be bringing clarity to our clients’ travel management programmes.”

Clarity Travel was bought from the Co-operative Group by Dubai firm Mawasem Travel & Tourism for £13.5m in May 2014. Co-operative Travel Management launched in 2006 and has run as a joint venture with Thomas Cook since 2011.

McDonagh says, “Clarity will have many similarities to the Co-op, we are a co-operative business at our core and will always be people focused. However, this is a great opportunity to do things differently. Heritage isn’t what wins you new business and makes clients want to work with you. It’s about having the best technology, the best pricing and the best people.”

Clarity is also investing £500,000 in new technology and software.


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