TORONTO — Club Med has unveiled a modernized brand identity that draws inspiration from its original philosophy: to create simple moments of happiness.

The resort company, which first debuted in 1950 with a resort in the Balearic Islands of Spain, has grown to operate nearly 70 all-inclusive beach and mountain resorts worldwide, seeing between 3-5 new resort openings or renovations each year. 

Now, 73 years after its inception, Club Med has launched a new campaign coined ‘That’s L’Esprit Libre,’ a slogan that reaffirms its approach to living a happy life. As part of the brand evolution, the company is enhancing all consumer communication touchpoints with refreshed logos, iconography and colour palette on its website and emails to the ‘My Club Med’ app, as well as in-resort signage to reflect its new identity both in and out of its properties.

“Throughout our 73-year history, we’ve watched our brand redefine the all-inclusive concept and evolve into a product that prioritizes simple luxuries that are ultimately the most meaningful for travellers,” says Carolyne Doyon, President and CEO of Club Med North America and the Caribbean. 

“Therefore, we find it important to look back on our roots and pay homage to what has made Club Med what it is today: delivering unique experiences in desirable locations with moments of togetherness, personalization and opportunities to create lifelong memories to ensure our guests enjoy the feeling of being completely carefree. That’s L’Eprit Libre,” she added.  

The new brand identity comes on the heels of the recent launch of Club Med’s Exclusive Collection porftfolio, a global collection of 5-star resorts, villas, chalets, spaces and a yacht. Looking ahead, the company will continue to expand this portfolio by opening more Exclusive Collection properties and including Exclusive Collection spaces within its four-star resorts.

For more information go to www.clubmed.ca.