The U.S. Tour Operators Association (USTOA) has updated its logo and made an effort to differentiate Active members from Associate members. The goal, in part, is to clarify just who is covered under USTOA's $1 Million Travelers Assistance Program. Active members are covered, while Associate members are not. The logo change aims to limit confusion in the market about just which USTOA members are covered by the program.

The new Active member USTOA logo is blue with the words "Active Member" on it as well as the words "$1 Million Travelers Assistance Program" underneath. The USTOA associate member logo is red with the words "Associate Member" on it, but does not mention the Travelers Assistance Program. The USTOA corporate logo is blue with the association's motto, “Integrity in Travel.”

USTOA also issued guidelines on using the logo for Associate members. "As an Associate Member of USTOA, your business is permitted to use the Associate Member logo on certain materials provided you observe the following rules," USTOA said. "You must assure that all uses of the logo comply with the most current Associate Member logotype and that the representation is executed in accordance with any graphic standards provided by USTOA.

"At no time should the Associate Member Logo be used or displayed in a manner which would create the potential to mislead or confuse the consumer about its participation in any programs or benefits which are available solely to guests of Active Members, such as the USTOA $1 Million Travelers Assistance Program or others that may be available from time to time," USTOA said.

USTOA also said Associate members that have an office in the U.S. and sell tours to the North American travel market are prohibited from using the Associate member logo on any material (including stationery letterhead and business cards) or websites because of the increased risk of consumer confusion regarding participation in Active member programs such as the USTOA $1 Million Travelers Assistance Program.