The Brazilian brand CVC has established itself over its 45 years of existence as one of the most reliable travel companies, offering trips to destinations around the world.
The brand’s main difference is its innovative technologies, which have facilitated hotel selection services, ticket booking, and a democratic pricing policy. It has 1200 franchises throughout Brazil and 6500 affiliated travel agencies! Every year, 4 million Brazilians travel with CVC, and this is not the limit.
The brand renewal was entrusted to FutureBrand (São Paulo, Brazil).
The graphics, the image as a whole, and the font became more soulful and warm.
At first, the logo had an accent in gradients – blue with a tint of blue described the company’s name, while there was an underscore between the letters C and V, in the background with an orange tint, a yellow oval. This should symbolize the hot, sultry sun of Brazil. But let’s be honest, it looks more like a capsule, a pill of an unknown drug. If the authors of the previous logo wanted to play on the metaphor “the sun is a vitamin for relaxation,” then their message is clear.
But nowadays, the gradient is neither fashionable nor too pretentious when we talk about a well-known tour operator.
The yellow background and blue color of the new logo make a good impression. The thought creeps in that the company is promising a dizzying travel experience because the oval creates rounded contours of different widths next to the letters. This is a dance of symbols, not a static image against a background of a geometric shape of an incomprehensible color. This is emotion, joy, harmony. A complete rest, both physically tangible and aesthetic pleasure, for a potential client. All icons and images for publications have acquired the soft features of flat design. Simply. But with taste and, accordingly, time.
