BCD has launched a brand refresh under the tagline “Open by design”, transitioning its identity from a traditional travel agency to a tech-led partner focused on flexibility and transparency.
The move completes a transition that began last year when the company removed the word “travel” from its logo to reflect a broader service portfolio, including BCD Meetings & Events and its consultancy arm, Advito.
The new identity highlights BCD’s commitment to an open technology ecosystem, specifically through its TripSource platform and a marketplace of third-party partners.
Visually, the refresh introduces a clean, pathway-inspired motif with a prominent orange colour palette that pays homage to the firm’s Dutch heritage. Beyond corporate travel, the rebranding underscores BCD’s dominance in specialised sectors such as life sciences, energy, and media.
With US$22.9 billion in sales in 2024 and a presence in 170 countries, the firm aims to leverage this new identity to simplify the growing complexity of global workforce mobility.
