RLA Travel

THE PROBLEM

RLA Viajes had more than 15 years of experience, a strong local presence, and close relationships with its customers. However, its visual identity had evolved inconsistently, without a clear system to support its future growth.

The challenge was to update and unify the brand while preserving its established recognition. The RLA initials were difficult to read, while supporting symbols and graphic elements competed with them and weakened their impact, particularly in digital applications and signage.

RLA Viajes travel agency storefront with the new blue signage

THE STRATEGIC DECISION

We focused the identity on its main recognition asset: the RLA initials. We removed competing elements and refined the logo’s construction to improve legibility, make it easier to recognize, and strengthen its presence across different formats.

Drawing from the logo’s shapes, we developed a modular visual system based on diagonals, curves, and continuous lines that evoke routes, movement, and changes in direction. These elements express the idea of travel while preserving the brand’s adventurous and approachable spirit.

The color palette and graphic language support the logo without overshadowing it, with consistent guidelines for the website, social media, printed materials, signage, and physical applications.

THE RESULT

A clearer, more recognizable, and contemporary identity that preserves the warmth and trust RLA Viajes has built throughout its history.

The new system unifies the brand’s communication and provides the flexibility to adapt to different formats and support its growth, maintaining a consistent presence at every touchpoint.