Which is part of extensive development work to strengthen and position each company, but also to increase awareness of the group as a whole.

The new design, which has been developed in collaboration with Ulf Sandberg, will help to better communicate the quality seal that Unlimited actually stands for.

One of the challenges with Unlimited's business model, which has 12 niche companies, is market awareness. For the past two years, the company has therefore been pursuing extensive growth efforts with a focus on digitalization and sustainability. With this work, the group intends to strengthen its core values with passionate specialists and innovative entrepreneurs with care in large and small.

– The market is growing and more and more customers are looking for unique experiences, high quality and personal service. Our business model is right on time as we enter the market with niche companies within each segment. Each with a premium position within its niche. We have now landed on a new brand platform for the group that further strengthens our position. Each of us is a passionate specialist and together we are UNLIMITED, says Johan Kvist, President and CEO of Unlimited Travel Group.

The new design takes its cue from our planet and is shaped like a globe, filled with dots that symbolize the group's collection of specialists, places and experiences. The colors form a scale, a gradient that goes from dark to lighter blue towards a warm yellow, which adds volume and creates dynamism.

– We want more people to know about our fantastic products and services. Our new visual identity with an iconic globe is an important piece of the puzzle in our journey of change. The logo is now fully in line with our strategic direction and development of the group and all its companies, continues Johan Kvist.