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Abta has unveiled a new logo to coincide with its new name, Abta, the Travel Association.

Abta executives say the new image reflects a change in structure and strategy to be more representative of the online travel industry.

Among other changes, the new logo is landscape rather than portrait, to meet the preferred format for most websites.

Abta’s previous logo had received widespread consumer recognition. A recent Office of Fair Trading (OFT) survey found that the ABTA logo was among the strongest in the service industry, with 69% of consumers and 76% of businesses identifying it with travel and financial protection.

However, Abta says that it was important that its corporate identity reflected the organisational changes.

"Now is exactly the right time to update our logo,” said Abta chief executive Mark Tanzer, "Abta is a dynamic organisation that has been changing
substantially throughout the last two years to better serve members and consumers.

"The new logo is refreshing, contemporary and really fits with our strategies to move Abta into a more interactive age."

From the Travel Weekly Blog

• Guess the cost of Abta's new logo...

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