JTB Business Travel introduces new brand identity as part of global transformation

Full reveal will be around Business Travel Show Europe

A refreshed visual identity connects over a century of trusted service with a bold new future in business travel management.

Canadian-based JTB Business Travel has announced the rollout of its new brand identity, starting with a new logo and updated color palette.

The move aligns with a global transformation effort initiated by its parent company, JTB Corp.

This initiative follows JTB Corp’s rebrand announced in 2022 and is designed to unify all business travel entities under a cohesive visual identity that strengthens global brand recognition. While the look and feel are evolving, the mission, values, and dedication to exceptional service remain unchanged.

“We’re proud to connect 100-plus years of JTB history with a bold new vision for the future of business travel,” said Geert de Boo, vice president of Global Business Travel at JTB USA, Inc. 

“Our refreshed brand identity reflects a new era—one that demands a balance of technology and service.”

JTB Business Travel has gained traction in recent years as a trusted provider of travel management services. 

The updated brand identity seeks to build on that momentum while taking full advantage of the global visibility that comes with alignment across JTB’s family of brands.

Alongisde the new logo and colour palette, the company's domain and email addresses will change too.

The rollout will be phased throughout 2025, with a few initial updates going live in the coming months and a full reveal planned around this summer’s Business Travel Show Europe (BTSE), which is co-located with the Travel Tech Show, in June. 

“The JTB Business Travel brand represents the evolution of an industry,” de Boo added. 

“Travellers today want intuitive, self-service options, but they also want the assurance of human support when it matters most. 

"Our clients shouldn’t have to choose between the two, and with JTB Business Travel, they don’t. 

"From the legacy of JTB red to a new look that features a white JTB Business Travel mark on a turquoise gradient background, our brand will continue to symbolise reliability, global reach, and effective solutions for managing business travel in a changing world.”