ITM – rebrand

Branding: consultancy, design and guidelines

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images (from top left): 1. The main identity 2: Brand guidelines. 3: Website and print applications. 4: Company presentation and rebrand announcement

ITM are the leading professional body for buyers, managers and suppliers of business travel and meetings in the UK and Ireland and represent nearly 50% of the FTSE 100.

Celebrating their 60th anniversary, ITM felt the time was right to review their brand strategy, corporate identity and associated marketing assets and collateral. Their primary concern was that their brand had become old fashioned and lacked relevance to their industry and members. After an initial brand audit, I identified three key personality characteristics or ‘brand traits’ for ITM and then developed a separate visual identity route for each. In the end, the key theme that shone through was ‘community’.

The final identity symbolises the ideas of community, communication, thought, networking and travel. The colours used are fresh and vibrant and whilst there is a primary pallet, the logo also exists in a limited range of colours when used to across different sectors of the brand.