Holiday firm Thomas Cook has unveiled a new "sunny heart" logo that will be rolled out across all its websites, high street stores and planes as part of a major brand overhaul.
The move will see all its brands - such as Neckermann in Europe, Ving in Sweden, Condor in Germany and Elegant Resorts in the UK - unified under the same symbol for the first time in the group's 172-year history.
The heart will replace the familiar globe on its websites, with a new "Let's Go" slogan replacing "Don't just book it, Thomas Cook it".
Two UK travel shops have already been rebranded with the sunny heart logo in Peterborough and Wimbledon, with aims to overhaul 330 store fascias by December 12.
Thomas Cook has also added the logo on one of its planes overnight and said it will revamp others as they are due for routine maintenance.
It marks the latest step under a new strategy being led by group chief executive Harriet Green, who also announced plans in March to slash the number of UK brands from 30 to less than 10.
She said the logo refresh was a "major milestone in the transformation of our company".