Liberty Travel has unveiled a new logo, part of the realignment of its leisure travel business.

The logo includes a flame reminiscent of the Statue of Liberty. It is a nod to the brand's history, as the first Liberty Travel location opened in 1951 in New York's Times Square.

The flame sits atop a map marker, which Liberty said represents "the connection between freedom and travel and the brand's ability to connect people and places."

Liberty Travel logos from 1976 to 2020.
Liberty Travel logos from 1976 to 2020.

"We take pride in our New York roots, but have expanded our focus with a nationwide network of home-based travel consultants with expertise spanning around the globe," Christina Pedroni, senior vice president of Liberty Travel, said in a statement.

Earlier this year, Liberty Travel parent company Flight Centre Travel Group announced a realignment of its leisure business in the U.S. and Canada. It called for a closure of the majority of its storefront locations.

About 30 Liberty Travel stores will remain in physical locations, acting as "network hubs." Travel advisors will work remotely but can opt to work in one of the stores or use it to meet with clients and suppliers. Before the pandemic, there were around 125 Liberty Travel storefronts.

Liberty Travel isn't alone. Since the pandemic began, consortia and host agencies have reported increased interest from brick-and-mortar agencies in moving to a home-based model.

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