BCD CEO Stephan Baars: digital platform gives users greater personalisation, control and insight.
BCD has launched a new brand identity to represent its evolution as a tech-forward travel management company with a focus on delivering choice, flexibility and transparency to clients.
The company says its renewed mission, vision and modernised visual identity reflect its investments in innovation, technology, collaboration and human expertise.
The combination of technology and human guidance gears it towards helping buyers “navigate complexity with confidence”.
“Chief among these solutions is TripSource, our booking, trip management and engagement platform, which provides a host of benefits to clients including personalisation for programmes and travellers, control over trip changes, and insights. We’ll continue to invest heavily in these and other capabilities, including our Marketplace of third-party tech partners,” BCD CEO Stephan Baars said.
BCD introduces a new tagline, Open by design, to express its promise of providing an open ecosystem that offers choice to clients, as well as its focus on building trust with both clients and partners.
The brand refresh is an extension of a renewal last year to signal its broader value proposition including meetings and events, through the removal of the word “travel” from its logo.
This year’s more extensive refresh introduces a clean, modern design that conveys connection and forward momentum. A pathway-inspired motif symbolises how BCD connects people, technology and partnerships to guide clients ahead. The more prominent use of orange is meant to “exude a modern energy and pay homage to the company’s Dutch heritage”.