Inghams unites under strategy 'Because it's great outdoors'

UK tour operator Inghams partnered with design agency SomeOne for a rebrand that focuses on making the most of the outdoors. The rebrand aims to inform customers of Inghams' wide variety of outdoor holiday options.

Inghams was founded in 1934 and provides holidays in skiing, walking and Lapland. The company partnered with SomeOne to unite its portfolio, so customers are aware of the various tour options provided.

The custom cut Inghams wordmark has been transformed to include an upward arrow, inspired by a compass facing true north which underlines the company's ability of guiding travellers to their dream holiday.

Kyra Marks, lead designer for SomeOne, said on her agency's website, “The pointer design theme was a real penny-drop moment for us. The way we integrated it into the word mark as well as installed it throughout the applications worked so well on both an aesthetic and commercial level.” 

The redesign alters the brand's wordmark, typography, colour, imagery and layout. The new iconography, meanwhile, allows the brand to connect with audiences by avoiding repetitive badging.  

Rich Rhodes, the executive director at SomeOne, said on his agency's website, "Too often you see a wordmark, a typeface, a set of symbols, and they bear no resemblance to each other, meaning each part has to work doubly hard to gain traction and recognition with audiences.

"This work bucks a sector wide trend and pushes with an unusually strong, cohesive identity that works across all types of holiday — from the slopes of Val d’Isere to the shadows of The Dolomites."