The Tourism Society has unveiled its new branding, developed with communications agency M&C Saatchi to woo new members.
It was revealed at the Tourism Symposium in Kent earlier this week.
Society chairman, and Visit Kent chief executive, Sandra Matthews-Marsh said: “The aim is to encourage new members to consider joining the society by projecting a more contemporary image.
“It articulates a confident and professional tone of voice that speaks to companies, demonstrating to them that the society is a worthwhile organisation to join.
“The new design will also show existing members that that the society is changing and moving forward.”
The first day of the symposium offered study tours and workshops in Kent, while the second day saw 240 delegates converge on the University of Kent in Canterbury to listen to a series of speakers and panel debates.
The Tourism Symposium was hosted by Visit Kent in partnership with Ashford Borough Council, and arranged by the Tourism Society.