ADVENTURE World Travel (AWT) refreshed its logo and brand charter last month in a bid to make clearer its over arching objective of being an operator that “travels with purpose”.

The Travel Corporation (TTC) owned brand repositioning is designed to communicate a “bold statement” about its emergence from two years of no international travel, and to highlight its commitment to sustainably-led travel, notably through its partnership with TTC’s The TreadRight Foundation.

TTC Chairman Brett Tollman told travelBulletin that Adventure World Travel and The TreadRight Foundation have “the strongest of synergies”, and that Adventure World’s rebrand is further testament to their shared eco principles.

Accompanying the new AWT emblem featuring “earthier tones”, is a new charter that details its mission to operate responsibly in destinations and criteria by which it will judge its future progress, which includes criteria measuring ethical standards across animal welfare, preserving marine environments, supporting the local economy of its destinations, and caring for the natural environment.

“Our intention is to have an open and honest dialogue with our agents and travellers by articulating our proven credentials on sustainable travel practices but to also call out where we aim to improve,” AWT’s MD Neil Rodgers said.