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World Duty Free Group launches new branding

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Written by Doug Newhouse
Tuesday, 28 February 2012 08:43

The World Duty Free Group reported today that the launch of its new brand logo and identity is ‘the final stage’ in the retailer’s rebranding process to reposition the brand.

 

The retailer says that the two-colour infinity icon has been designed to reflect this positioning, with the graphic created to convey its brand vision based on partnership, flexibility, adaptability and innovation. The retailer’s management says that ‘the flexible, sweeping lines within the logo are inspired by the architecture of airport environments; whilst the rounded shapes and organic nature of the infinity symbol itself, reinforce the sentiments of partnership and collaboration...’

 

Commenting further on the new brand identity, Jose Maria Palencia, CEO of World Duty Free Group (pictured left) said: “In September 2011, we were able to share with the industry our new brand name – World Duty Free Group. This cemented the integration of our retail brands; Aldeasa and WDF into a single global entity. The name World Duty Free Group reflects the heritage and brand equity of the company and our next goal has been to devise a unique corporate logo that conveys the essence of our brand”.

 

The company adds that there are ‘currently no plans’ to change the individual fascias on World Duty Free Group’s stores. It says that the main tax and duty free brands of Aldeasa and World Duty Free have ‘valuable brand equity, in terms of the reputation and goodwill that has been built up over many years in these familiar names’.

 

Palencia concluded: “High quality stores, great products and unrivalled customer service will continue to characterise our business, as we embrace the challenge of presenting international travellers with the wide range of globally respected brands they demand, in exciting retail environments all over the world”.

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