Classic Collection Holidays has unveiled new logos as part of a brand refresh designed to show the “creative directions” of Classic Collection and Classic Packages.

The company said its Classic Collection brand has been given a “bold new look” to resonate with its affluent target demographic while the new Classic Packages logo reflects its more “playful, lower price point proposition”.

Chief executive Oliver Garner told Travel Weekly the brand refresh – the first since 1988 – is the “final piece in the modernisation jigsaw” for the operator, which has seen it launch an online booking system and revamp its Worthing offices this year.

More: Classic Collection splits sales function in two

The company held a launch event at Belmond Cadogan in London on November 1 to celebrate the new branding being unveiled.

“The way in which the logo was set up for Classic Collection historically didn’t transpose to all formats and didn’t necessarily represent who we are as a brand so it’s about updating and refreshing for the future,” Garner said.

“We’ve also got Classic Packages which was only launched in 2019 so we wanted to build a statement brand that can sit alongside Classic Collection and complement it, but they can also be distinct from one another.

“Our main aim was to ensure the two brands have an impactful presence across all communication channels, including traditional media marketing materials as well as video and online content.”

Sales and marketing director Si Morris-Green said: “Seeing the new designs is definitely elevating the proposition we’ve got. It’s all about evolution and modernising and it’s critical we keep up with the times.

“As a team, we have been through the toughest times in the last two years but we are now staring down what we hope will be the first normal trading year in a long time and to do that with our updated branding is very exciting.”

Garner added: “Reaching a new agent base is a key drive for us in the year going forward. For the next 12 months and beyond it’s about delivering the business and ensuring we maximise on our high level of exposure.”