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Crystal rebrands
Thursday September 12, 2013 - Email this article to a friend

The UKs largest ski tour operator has changed its logo and its branding. Gone is the familiar bright red logo and in comes a cross-media branding that the company claims is more fun and engaging.

For the company it is not simply about changing the logo but putting the same colours and branding across the brochures, the web site, the information sent to its holidaymakers and the host of other platforms.

The new branding aims to show its customers the many option and services available.

"For one of the most emotionally-led purchases of the year the holiday sector has some of the most charmless branding. The new branding enables Crystal to work more effectively across multiple platforms with a focus on digital environments," said a statement from the company.

In with the newIn with the new







The new Crystal brand creative, designed by SomeOne, features an illustrated mountain landscape by Max Longstaff and a new flexible design system which can be assembled as required to work wherever customers are - whether that is in-resort, in-store, online or reading a newspaper.

It will be used as the channels change and the digital space evolves.

Digital magazines, video content and an optimised website are now being developed with the new approach.

New brandingNew branding










"The new work gives us the opportunity to communicate with our customers in a more fun, modern and open way, showing our expertise and the range of holiday experiences we can provide. In a digital world, with hundreds of channels and new media brands if you don't regenerate and reform the brand, you are in an exposed position," said the managing director of Crystal Ski Holidays, Simon Cross.

Dramatic change in styleDramatic change in style









Simon Manchipp, executive creative director and co-founder of SomeOne, adds, "Crystal Ski Holidays has intelligently recognised the entire sector's reluctance to change. Their new brand strategy sets out to make it easier, quicker and more rewarding for holiday makers to get the most out of their ski or snowboard trip. This flips the mindset of the organisation from a sales practice to a shop of choice. Now, with Crystal, you can do what you want, when you want, making for more memorable holidays. The new visual brand identity is a way of helping people navigate and make these choices at a glance."

No figure has been released on the cost of the re-brand.

Below is a screen shot the Crystal web site.

Screen shotScreen shot











To see the web site then follow this link.

For the spirit of the mountains

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