TUI is one of the most recognized names in global tourism, serving millions of travelers with tailored vacation experiences. The company’s broad portfolio includes travel agencies, hotels, airlines, cruise ships, and tour operators. Officially established in 2001, TUI has a history that stretches back nearly a century, rooted in industrial foundations.

Meaning and history

TUI’s origins trace back to 1923 with the creation of the Prussian Joint Stock Company for Mining and Foundry (Preußische Bergwerks- und Hütten-Aktiengesellschaft). In 1928, this entity merged with a major coal company and other power industry firms to form Preussag AG. Over decades, Preussag shifted from industrial operations to tourism, marking a key transition.

In 1968, four German travel companies—Touropa, Hummel, Scharnow, and Dr. Tigges—merged to create Touristik Union International, or TUI. By January 2000, the company had fully transitioned into the travel division of the restructured Preussag AG, adopting the TUI name in 2001.

Today, TUI Group operates over 1,600 travel agencies, leading online portals, six airlines with around 150 aircraft, more than 380 hotels, and 16 cruise ships, maintaining a robust presence in the global travel market.

TUI's Brand Identity and Logo Evolution

TUI stands for Touristik Union International, and its branding reflects the company’s core mission—helping people "Discover Your Smile."

Before 1997
Originally named Preussag, the company’s first logos mirrored its industrial roots with bold black sans-serif lettering and minimalist geometric designs.

1997 – 2001
In 1997, a rebranding introduced a blue and white logo with italicized typography, signaling a shift toward a more modern and sophisticated image.

2001 – 2017
After adopting the TUI name, the company unveiled a vibrant red and white logo. The emblem featured a stylized "smile" with a dot representing the letter “i,” encapsulating the brand’s friendly, customer-centric ethos.

2017 – Present
The current logo, created by Interbrand, continues to use the signature smile design and bright red color palette. It’s a symbol of the joy and unforgettable experiences TUI delivers to travelers worldwide.

Design and Font Details

TUI’s logo uses a custom sans-serif font with rounded edges, adding a sense of approachability and warmth. Similar fonts include Fruitygreen Pro Black and Darwin Essential Alt Rounded Black, modified for unique brand recognition. The bold scarlet-red color against a clean white background creates a visually striking yet comforting identity that resonates with global audiences.

TUI remains a leader in the travel industry, combining a rich history, innovative branding, and a commitment to delivering exceptional travel experiences.