Tour operator Ameropa has a new look
The tour operator Ameropa is starting 2019 with a new corporate identity. The most striking change is the redesigned logo: instead of in capital letters, it is now written in cursive handwriting, which gives it a much younger and more appealing appearance. The brand relaunch was realized by the brand and design agency Peter Schmidt Group in collaboration with the marketing department of DB Group. From now on all the company's media will be gradually adapted to the new appearance.
Pleasurable, vivacious, versatile: these three attributes describe the new brand identity of Ameropa-Reisen GmbH. The aim of the relaunch is to increase brand awareness in travel sales and among end customers, and also to become more attractive for younger target groups aged 35 and over. To achieve this, Ameropa decided to take the radical step of replacing its logo, which has been in use for about twenty years, with a new, handwritten lettering. It picks up on the distinctive stroke in the A of the previous logo and reinterprets it as a dynamic arc. The redesigned initial A can also be used to derive organic shapes for use as eye-catchers. "Ameropa is a brand with positive connotations, but the previous logo was somewhat aloof. The handwritten lettering now appears more open, friendly and inviting. The new look communicates the emotional theme of travel much better and expresses the self-image of the brand more credibly," explains Mechthild Bertram, Executive Director at the Peter Schmidt Group, who is responsible for the Ameropa account.
A more independent identity in the market environment
In addition to the logo, the completely new corporate design defines rules for the use of typography, photography and graphic elements. Kievit replaces the previously used DB Sans and DB Head typefaces, which are also used by the parent company Deutsche Bahn. This makes it easier to differentiate Ameropa as an independent brand, especially in stations and trains. In addition, there is a brightly lit imagery style and a newly developed set of pictograms and labelling elements. The latter is particularly useful for designing catalogs, structuring offers and highlighting performance features.
Together with Ameropa, the Peter Schmidt Group has applied the new corporate identity to a variety of media ranging from business stationery to posters, and created style guides and templates. One template is used for the newly designed "Last Minute" brochure that features package deals comprising hotel accommodation and rail travel. All other media, such as the website and the newsletter, will be updated at the same time.
"Ameropa originally stood for showing Americans Europe. Over the years our target groups and product portfolio have changed enormously, which is why we have consistently reexamined our brand and conducted comprehensive market research. Ameropa is highly valued as a brand, especially among travel agencies, but also by the general public in Germany. With our new brand identity and modernized look, we are now addressing younger target groups in addition to our existing customers," explains Kai de Graaff, Managing Director of Ameropa. Dirk Meyer, Head of Marketing at Ameropa, adds, "We are confident that the new design will not only strengthen our position as the market leader for rail travel, but will also open doors to target groups that have hitherto not considered rail travel as an option."
As a tour operator with over 67 years of experience, Ameropa specializes in short trips by rail in Germany and Europe as well as worldwide rail adventure tours. For a short break in Germany, Ameropa offers attractive packages comprising hotel accommodation, train travel and local experiences. With 120 employees, 500,000 travelers and an annual turnover of over 100 million euros, the Bad Homburg-based company is one of the ten largest tour operators in Germany. The Ameropa portfolio comprises a total of around 30,000 hotels in 36 countries. As a wholly-owned subsidiary of DB Fernverkehr AG, Ameropa is part of Deutsche Bahn. All offers can be booked online at www.ameropa.de, in over 7,400 travel agencies, railway stations with DB travel centers or travel agencies in railway stations, or by telephone at +49 (0)6172 109-777.