Thomas Cook: a history in logos

As Thomas Cook unveils a revamped brand identity, shedding its globe-shaped logo in favour of a golden heart, silver mark and a new strapline 'Let's go!', we have taken a look at the history of the brands' logos since 1880.

Introduced in 1880, the globe symbol appeared on a handful of brochure covers in the late 19th century. Its use became more widespread after 1900 and it also featured on the cover of "The Traveller’s Gazette".
A fifth continent, Australasia, was added to the ribbons around the globe in 1914, to reflect Thomas Cook’s expanding global business.
A fifth ribbon was added to the globe symbol in 1928, and “Cook’s Tours” became “Cook’s Travel Service”.
The simpler TC&S (Thomas Cook & Son) symbol replaced the globe in 1930. It was mainly used on Thomas Cook’s Continental brochures during the 1930s.
The ship logo and “Cook’s For Travel” slogan were introduced in the mid-1930s. They appeared chiefly on Thomas Cook’s British brochures and publicity material.
Introduced after the Second World War, this symbol combined the scallop shell emblem of pilgrims with the winged helmet of Mercury, Messenger of the Gods. This logo featured on company letterheads and shop windows rather than brochure covers, although it did sometimes appear within brochures.
This strapline was also introduced after the Second World War. It was used - in various colours and typefaces - on the front covers of the brand's brochures until the mid-1950s.
The word “Cooks” - again in various colours and typefaces, but without an apostrophe - appeared on brochures and marketing literature from the mid-1950s until the early 1970s.
A new corporate identity - the words “Thomas Cook” in “flame red” - was adopted for the first time in 1974.
In 1989, with the growth of the Thomas Cook Group's prominence, a consistent standard was required. The revised identity, launched in October 1989, saw the introduction of the red brick logo and a standard Thomas Cook Red.
In 2001, following the acquisition of Thomas Cook by Condor & Neckermann, a new logo was introduced, combining the Thomas Cook name with the blue and yellow (representing sea and sun) “holiday” colours of C&N.
October 2013: Thomas Cook unveils a new visual identity to represent a "high tech, high touch transformation" under new chief executive Harriet Green.