The brand will be built on trust and sold to an existing customer base of our other travel brands, mainly those who have traveled to Europe in the past. Core demographic will be 35-55 singles, couples, and families who want a more traditional warm-destination vacation, but also to those who want to do something a bit more cultural than sit at a resort for 7 days sipping margaritas. Our signature offering will be a mulit-destination tour of the Yucatan which will mix the traditional party/busy atmosphere of Cancun, the cultural aspects of Merida and Tulum, and the laid back beaches of Playa.
In addition to individuals, it needs to be fairly universal to attract educational groups (teacher-led), corporate, and humanitarian organizations.
In summary, simple, clean, attractive = TRUST.
I like the idea of block letters, but am open to other ideas which convey the above. I would like to see "GO BLUE" on top with "VACATIONS" under it at the same width.
Also - no cheesy palm trees, airplanes, or suns. Subtle is better, and perhaps a glimmer or sheen of silver on blue in the sense of reflection of water.