BCD refreshes brand, underscoring role as proven innovator shaping the future of business travel

Brand identity highlights open approach to technology coupled with trusted human guidance—empowering travel buyers to navigate complexity with confidence

UTRECHT, The Netherlands, Feb. 5, 2026 – BCD has launched a powerful new brand identity to reflect its evolution as a tech-forward travel management company with a relentless focus on delivering choice, flexibility and transparency to clients.

BCD’s renewed mission, vision and modernized visual identity reflect the company’s deep, steady investments in innovation, technology, collaboration and human expertise – capabilities increasingly essential as global travel, meetings and workforce mobility grow more complex.

“Our brand brings to life what has defined us for years: proven innovation that helps customers move confidently into the future,” said BCD Chief Executive Officer Stephan Baars. “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.

“Chief among these solutions,” Baars said, “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.”

With its new branding, BCD introduces the tagline “Open by design.” It expresses a clear promise: an open ecosystem that offers real choice to clients.

“‘Open by design’ reflects BCD’s hallmark – a hyper-focus on building trust and collaborating with our clients and partners,” said Thad Slaton, senior vice president of Global Marketing & Communications. “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.”

Last year the company took an initial step to this year’s brand refresh by removing the word “travel” from its logo. The change reflects BCD’s broader value proposition, including its leadership in meetings and events management with BCD Meetings & Events and global consultancy with Advito. BCD is also a leader in specialized solutions for industries such as aerospace and defense; energy, resources and marine; life sciences; and media, sports and entertainment.

This year’s more extensive refresh introduces a clean, modern design that conveys connection and forward momentum. A pathway-inspired motif symbolizes how BCD connects people, technology and partnerships to guide clients ahead. More prominent use of orange exudes a modern energy and pays homage to the company’s Dutch heritage.

Visit the TMC’s redesigned website and brand video to explore BCD’s visual identity, mission and vision.