BANGKOK, The Pacific Asia Travel Association (PATA) today unveiled a new corporate identity as part of an on-going brand repositioning of the leading regional trade association.

This is only the third change to the PATA logo in the association's 54-year history.

"We see this identity change as an important step in the evolution of PATA as a modern and dynamic membership organisation," said PATA Chairman 2004-2005, Mr Ram Kohli.

For the first time, the logo incorporates PATA's full name to ensure there are no problems with comprehension. The globe has been dropped and a "stylised curve" added in a bolder shade of the familiar blue colour.

"The new curve introduces a sense of movement and travel," said Mr Kohli. "And for those familiar with the old logo, it could also suggest the top of the globe."

The new logo was unanimously approved by the PATA Board of Directors at its September 2004 meeting in Bangkok.

PATA President and CEO Peter de Jong said the new identity would take effect immediately. It has already been incorporated into new collateral designed for the launch of PATA's 2005-2006 membership drive.

He said it was part of a bigger re-branding process which would result in all of PATA's internal and external communications having a consistent look and feel.

"We want to ensure that everything we produce for members and prospective members, and everything we say and do, reflects the modern values of PATA as a knowledge-based, advocacy-embracing organisation."

Mr de Jong said PATA had come a long way in the past decade, recognising the huge changes in the travel industry brought about by deregulation, technology and more affluent regional populations.

"We have tried to stay one step ahead of this change, so that we can position, promote and protect the interests of travel and tourism across Asia Pacific."

"We will encourage all of our members to use the new logo as much as possible in their own communications, such as letterheads, e-mails and promotional materials," he said.

Mr Kohli congratulated Bangkok-based design agency, Keen Media, for coming up with the design, after a rigorous development process.

"It's fresh, clean and very easy to apply across everything from advertising, display posters and brochures, to signage and business cards."

PATA has also developed "sub-brand" versions for affiliated PATA organisations such as the PATA Foundation and PATA Chapters, as well as key programmes such as the PATA Gold Awards.

PATA's first logo was developed 54 years ago when the organisation was called the Pacific Area Travel Association.

In 1986 PATA changed its name to the Pacific Asia Travel Association and introduced the globe logo.

Since then PATA has shifted its head office from San Francisco to Bangkok, with regional offices in Frankfurt, Oakland (California) and Sydney.

The new identity is being launched in Bangkok today at a function attended by about 170 travel and tourism representatives from the public and private sectors. It was simultaneously launched around the world by PATA's regional offices.

The new logo can be seen at www.PATA.org. Journalists who would like an electronic copy of the logo for publication can request one from paveena@PATA.org. Please say if you would like high or low resolution versions -- or both.