How do you give a brand with no difference, difference?

Orient Express Travel Group (OETG) needed to change their brand identity to be more consitent and more in touch with their new target market. After making small tweak to the identity I set about finding a difference, to seperate OETG from their competitors. 

The original logo is a 12 point compass, pointing in all directions to signify travel. After thinking I noticed that the points point in, rather than out. Showing that OETG have everything you need when it comes to travel. I wanted to create a brand which has a feel of travel, a feel of movement and a feel that a destination has more hidden depths to it than what we see until we explore. The kaledoscope effect has all these feelings of discovery.

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#design
#brand
#branding
#creative
#travel
#artdirection

How do you give a brand with no difference, difference?

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