RLA Travel

Visual Identity Refresh

When a brand has years of experience, the challenge is not only to look current, but to evolve without losing the recognition it has built.

RLA Travel had been in the market for more than 15 years, with a strong local presence and a close relationship with its clients, but with a visual identity that had grown in a fragmented way and without a clear system to support its future projection. This project emerged from the need to organize, professionalize, and unify its image, while maintaining the adventurous and approachable spirit that has defined the brand since its beginnings.

The objective was clear: to refresh RLA visual identity, making it more coherent, flexible, and ready to scale, without breaking with its history or the trust it has already built with its audience.

The Challenge

Refreshing a visual identity with more than 15 years of history without losing recognition or the close connection with its existing audience.

Resolving a complex-to-read acronym (RLA), creating a brand with strong memorability, a solid visual signature, and quick identification—especially in digital and signage contexts.

Eliminating graphic elements and secondary symbols that competed with the brand’s readability and weakened its impact, in order to place full focus on the acronym as the main recognition asset.

Building a strong visual system capable of adapting across multiple touchpoints: website, social media, printed materials, signage, and physical applications.

The Solution

The central decision was to simplify in order to strengthen the brand. Symbols and graphic elements that competed with readability were removed, and the entire identity was focused on the RLA acronym, refining its shape and structure to achieve greater memorability, legibility, and a stronger visual signature across all touchpoints.

From the logo, a modular visual system was developed, based on diagonals, curves, and continuous shapes that evoke routes, movement, and changes in direction—reinforcing the concept of travel without relying on industry clichés.

The color palette and graphic resources support the acronym without taking away its prominence, allowing for a clear, flexible, and consistent identity capable of performing equally well across digital, graphic, and physical environments.

The result is a cleaner, more recognizable, and contemporary brand—designed to grow and adapt without losing coherence.