Cook’s Travel Service is the name used by the British travel company Thomas Cook from 1928, when the brand changed from “Cooks Tours” to “Cook’s Travel Service” and added a fifth ribbon to its globe symbol.[1] The name remained in use through the mid-20th century, appearing on company materials in various forms until the early 1970s.[2]
Design and History
The Cook’s Travel Service identity evolved from the earlier “Cooks Tours” globe emblem. In 1914, a fifth continent was added to the ribbons surrounding the globe.[1] In 1928, the brand name changed to Cook’s Travel Service and a fifth ribbon was added to the symbol.[1] The globe was replaced in 1930 with the monogram “TC&S” for Thomas Cook and Son.[1]
After World War II, a new symbol was introduced in 1947 that combined the scallop shell emblem of pilgrims with the winged helmet of Mercury, Messenger of the Gods.[2] The word “Cooks” appeared on brochures and marketing literature from the mid-1950s until the early 1970s.[2] The “flame red” Thomas Cook logo was introduced in 1974, marking the end of the Cook’s Travel Service era.[1]
Meaning and Symbolism
The globe symbol used by Cook’s Tours and later Cook’s Travel Service was designed to emphasize the global nature of the company. The ribbons around the globe originally carried the words “Asia,” “Africa,” “America” and “Europa,” with “Australia” added in 1914 to reflect the company’s expanding business.[3] The 1947 emblem combined the scallop shell, a traditional pilgrim symbol, with the winged helmet of Mercury, the Roman messenger god, linking travel and communication.[2]
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