New name. New brand. New attitude.
The company had been operating under the name Carlson Wagonlit Travel for over fifty years, and the current logo for over forty. When the decision was made to shorten the name to CWT, the goal was to modernize the look yet retain as much of the brand equity as possible. The clean typography with the streamlined “flag” fit the bill perfectly.
The B2B4E concept was embraced by the CEO and senior leadership as THE defining strategy and rally cry to move the company forward — and affirming validation of our thinking.
Seeing the logo brought to life in the office — especially at 3 feet tall — was an exciting milestone for both the CWT and Spyglass team.