BCD brand refresh news highlights how the company is positioning itself as a technology-forward travel management provider while continuing to rely on trusted human expertise for complex business travel programmes.
Summary: BCD has rolled out a refreshed brand identity in Utrecht, the Netherlands, updating its mission, vision and visual design to reflect its evolution into a technology-driven travel management company. The company is also introducing the tagline “Open by design” and highlighting TripSource and its Marketplace of third-party technology partners as key parts of its offering.
BCD has announced a brand refresh designed to underscore its role in the future of business travel, presenting itself as a technology-forward travel management company supported by human expertise. The update comes as corporate travel programmes, meetings and workforce mobility are described as becoming more complicated for organizations to manage.
Unveiled in Utrecht, the Netherlands, the new identity aims to communicate greater choice, flexibility and transparency for clients navigating increasingly complex travel environments. Alongside a modernized look, BCD says it has refreshed its mission and vision to align with long-term investments in innovation, technology, collaboration and specialist expertise.
What changed in BCD’s brand refresh
BCD’s update includes a revised mission and vision, plus a cleaner and more contemporary visual identity. The company is positioning these changes as a reflection of how it now combines open technology with trusted human support to run business travel programmes that can span multiple markets and industries.
“Our brand brings to life what has defined us for years: proven innovation that helps customers move confidently into the future,”
Stephan Baars, Chief Executive Officer of BCD, said the company’s message is built around helping customers manage uncertainty while maintaining stability in their travel operations.
“In a world of uncertainty, we deliver stability. In a world of dwindling choices for travel programs, we bring unmatched expertise and open, adaptable technology solutions tailored to every customer, market and industry.”
TripSource and BCD’s technology ecosystem
As part of the refreshed positioning, Baars pointed to TripSource—BCD’s booking, trip management and engagement platform—as a central element of its client offering. The company says the platform supports personalization for programmes and travelers, provides more control over trip changes, and delivers “intelligent insights.”
“Chief among these solutions,” Baars added, “is TripSource, our booking, trip management and engagement platform, which provides a host of benefits to clients including personalization for programs and travelers, control over trip changes, and intelligent insights. We’ll continue to invest heavily in these and other capabilities, including our Marketplace of third-party tech partners.”
- Refreshed mission and vision aligned with long-term investment in innovation and collaboration
- Modernized visual identity intended to signal connection and forward momentum
- TripSource highlighted as a core booking and trip management platform
- Continued investment in a Marketplace of third-party technology partners
New tagline: “Open by design”
A key part of the update is a new tagline—“Open by design”—which BCD says reflects an open ecosystem approach intended to give clients genuine choice. The company is framing this as a differentiator at a time when corporate travel programmes may face fewer options and more constraints.
“‘Open by design’ reflects BCD’s hallmark – a hyper-focus on building trust and collaborating with our clients and partners,”
Thad Slaton, Senior Vice President of Global Marketing & Communications, said the positioning is intended to communicate both commercial value and a broader purpose tied to enabling connections.
“It’s not only good business, but it serves a higher purpose, which is to enable connections that drive progress and positive impact today and in the future. This is what gets us going every morning.”
Context: a broader scope beyond travel bookings
BCD said the refresh builds on a move made last year, when it removed the word “travel” from its logo. The company described that earlier change as a way to reflect a wider value proposition that includes meetings and events management through BCD Meetings & Events and its global consultancy arm, Advito.
The company also highlighted its focus on specialized solutions for industries including aerospace and defence, energy, resources and marine, life sciences, and media, sports and entertainment—sectors that often require tailored travel and mobility support.
Design elements: pathway motif and Dutch heritage
BCD said the updated design language is meant to convey connection and forward momentum. A pathway-inspired visual motif is intended to represent how the company links people, technology and partnerships to help guide clients, while a stronger use of orange is positioned as a signal of modern energy and a reference to the company’s Dutch heritage.
Why this matters: For corporate travelers and travel managers, BCD’s brand refresh is a signal of where the company is placing its bets—on open, adaptable technology paired with human expertise. In practice, that focus can influence how business travel programmes handle traveler choice, trip disruptions and policy control as global travel and workforce mobility continue to grow more complex.
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