Les Voyages Léonard
Trips that bring people together
A family-run company founded in 1946, Voyages Léonard built its reputation on its emblematic coaches and group trips, which over time became a true symbol of reliability and conviviality. Today, as part of the SLG group, the company has grown significantly, diversifying its activities to cover a wide range of travel- and transport-related services. This evolution is reflected in the modernisation of the Les Voyages Léonard brand, now embodying a multi-activity, forward-looking company, while Léo évasion becomes the tour operator brand. These clarified identities reflect both the company’s heritage and its ambition to continue growing in a changing market.
Industries
- Transport,
- Travel,
- Products,
- Services.
Skills
- Strategy,
- Brand Architecture,
- Naming,
- Brand Design,
- Digital.
Challenge
Despite its rich history and recognised expertise, Voyages Léonard remained strongly associated with coach travel, limiting the perception of the true diversity of its activities. It also confined the tour operator to a narrow, restrictive image that prevented it from emerging with new products. Added to this was an ageing identity, no longer in line with market developments or travellers’ expectations.
Solution
This modernisation takes shape through a refreshed and clarified identity. Les Voyages Léonard becomes the group’s identity, bringing together all its business lines and providing a clear framework for its activities. Through its redefined positioning, “Creator of shared escapes”, the company remains true to its DNA of group travel while embracing a broader mission. The addition of Les to Voyages Léonard gives the company a new status, asserting itself through a modernised identity that showcases its different areas of expertise and provides clarity across both its B2C and B2B activities. In parallel, the tour operator becomes Léo évasion, a modern and engaging brand designed to broaden the audience while reflecting the evolution of the offering, from destinations to modes of transport.
A brand ready to take flight
The logo evolves to accompany this évolution. The historic pyramids are re-imagined as stylised birds, a bold graphic choice evoking freedom, escape and collective momentum. This new icon, light and vibrant, modernises the brand while staying true to its roots.
The tour operator of the future
In this spirit, the tour operator activity adopts a new name. Léo évasion embodies a warm and shared way of travelling, where discoveries, emotions and conviviality are central. It is a brand designed to appeal to customers with new expectations, creating escapes that are accessible, reliable and deeply human.
A lively and engaging identity
The visual identity of Léo évasion is built on a fluid and welcoming graphic system inspired by the lines and curves of the birds in the logo. The soft yet energetic palette and bold typography create a modern, emotionally resonant universe. The bright, colourful illustrations and photographs highlight the joy of the moment and human connections.
Escapes for every desire
Léo évasion structures its offer around four collections designed to improve clarity and guide travellers according to the type of adventure they seek. Léo découvertes to broaden one’s horizons, Léo détente to take a break, Léo vitalité to live life to the fullest and Léo émotions to experience moments together.
