Following months of in-depth market and customer research, Icelolly is re-launching with a new brand identity.

The Leeds-based travel company, founded in 2005 and which today employs more than 60 staff, will from now on be known only as Icelolly, after deciding to park the '.com' from its original brand name.

Working alongside branding consultancy Promise , Icelolly's logo and website have both been given a makeover, with the holiday comparison experts' various social media channels – including its Twitter feed and Facebook page - following the same guidelines.

Icelolly has taken its new look and feel to the streets of London via a multi-platform advertising campaign produced by L&Co , including a series of headliners inside some of the capital's buses and digital escalator panels in Tube stations.

A radio campaign has also been lined up with Heart FM, with Gavin & Stacey star actress Joanna Page recruited to complete the voiceover.

Steve Wilson, chief marketing officer for Icelolly, said: "The overwhelming feedback from our internal discussions and external research was that our existing brand looked dated and busy, and no longer translated our core values – quality, fun, inspiration.

"We're extremely pleased with our new identity and can't wait to introduce it to our community of holidaymakers. These are exciting times for Icelolly, we're going from strength to strength and I have no doubt that all the work that has been put in the rebrand will help us reach new horizons."

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