Co-operative Travel Management has been relaunched as Clarity Travel Management in a move designed to distance it from its troubled former parent group.

The Manchester-based business was bought by Dubai firm Mawasem Travel & Tourism from the Co-operative Group for £13.5m last May.

The new logo for Clarity Travel Management

The new logo for Clarity Travel Management

Clarity, which brought in strategic branding agency Row A to create the new identity, will be led by chief executive Pat McDonagh as it looks to focus on the business travel sector.

The new yellow and black logo will be carried across all communications from online to the company’s 13 regional offices. Row A led focus groups, sector research and client testing to inform the new identity.

McDonagh said: “Clarity will have many similarities to the Co-op, we are a co-operative business at our core and will always be people focused. However, this is a great opportunity to do things differently.

“Heritage isn’t what wins you new business and makes clients want to work with you. It’s about having the best tech, the best pricing and the best people.

“We have invested heavily to improve our proposition and be the best at what we do in preparation for the launch of the new brand.

“With Clarity, we are providing a clear service to clients, clear on costing and everything we do. Clients know they can trust us.”

Chief executive Pat McDonagh

Chief executive Pat McDonagh

Clarity, which employs 230 staff and counts construction firm AMEY, Macmillan Cancer Care and the NSPCC as clients, has also invested £500,000 in new technology and software.

This has included developing new ‘go2’ software, which allows businesses to track their employees movements when abroad.

McDonagh, Clarity’s chief executive, said: “The world can be a dangerous place and if a problem does occur, like the Paris terrorist attacks, a chief executive needs to know instantly if he has any people in that location. That is what our go2 track tool provides.”

Co-operative Travel Management had been in existence since 2006 and was run as a joint venture with Thomas Cook from 2011. Last year the company turned over £130m.