Collette is a name shared by several distinct companies, which makes tracing a single visual identity history challenging. The most prominent and well-documented brand is Collette, the global tour operator founded in 1918, which has undergone several documented logo refreshes in recent decades. A separate Belgian industrial company, Collette NV, also exists, but no verifiable design history for its logo was found in the research.
Design and History
Collette, the tour operator, has maintained a globe motif in its logo for decades. In 1998, the company updated its logo to emphasize a new motto, “Experience It,” while keeping the design similar to its former globe-based mark to portray a modern image.[1]
In 2014, Collette again revamped its logo and tagline. The company stated the redesign was meant to reflect its past while looking forward. The recognizable green hue and globe remained, with the globe symbolizing former President and CEO Dan Sullivan Sr.’s trip to the 1964 World’s Fair, a turning point in the company’s history 50 years earlier.[2]
In late 2022, Collette unveiled a brand refresh and new logo to celebrate its 105th anniversary and its perseverance through the COVID-19 pandemic.[3][4] The refresh was described as an update rather than a full rebrand, with thicker, rounder letters and a repositioned globe creating a cleaner, fresher, and more modern look that still felt steady and familiar.[3]
Meaning and Symbolism
The 2022 refresh introduced a new color palette inspired by the world and travel. The former green and blue look was expanded to include yellow for the golden sun, deep sea blues, white sands, and sky blue.[5][6] The globe itself has been a consistent element, tied to the company’s history since the 1960s.[2]
Typography and Design
The 2022 logo update featured thicker, rounder letterforms for the Collette wordmark, contributing to the cleaner and more modern appearance of the refresh.[3] No specific typeface or designer attribution for the current or historical Collette tour operator logos was documented in the available research.
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