The equation between brands and consumers on addressing climate change is clear—in return for continued patronage, companies and industries must prove that they are actively reducing their harm to the planet. But connecting good intentions from communications to actual commitments is more of a stretch for some brands than others.

Intrepid Travel is trying to bridge that enormous, demoralizing gap. The small group tour operator was founded in the late 1980s by two Australians who wanted to offer travelers a different way to see the world.

For Intrepid, its rebrand is not just an opportunity to refresh its look; it’s about using this moment to restate its principles. The style upgrade is also a chance to back up its claims as a prime agent of change in the travel industry: Five years after updating its mission in 2005 to include climate-related goals, Intrepid reached carbon-neutral status.

That practical side of the rebrand can be found in the 10-step guide crafted by Susanne Etti, Intrepid’s environmental impact specialist. The guide serves as call to other travel companies to map out their own decarbonization plans. It details how to build support for climate action within an organization. Businesses are directed to other resources to establish carbon measurement and reduction. The document tries to spur travel companies to invest in certified carbon offsets for unavoidable emissions—but with the caveat that substituting offsets for real reduction does not solve the problem.

“Within the tourism industry, there are not a lot of businesses that are actually measuring their footprint,” Etti said. “And unless you measure it, you don’t actually know what to reduce.”

A lack of transparency and reporting also creates a ripe breeding ground for greenwashing, she noted.

Responsible travel before it became fashionable

From the start, Intrepid eschewed targeting the idle affluent with exotic adventures that prized comfort above closeness to the land, cultures and people being visited. It prioritized human connection. Its tours encouraged giving back to local communities, ensuring that the experiences exchanged between guest and host are equitable.

Now, as it unveils a new logo and streamlined brand purpose, Intrepid wants to position itself as a leader in the world of sustainable tourism. And the company is backing its stance with substance: it claims it’s the only international travel company with a climate scientist on staff. Its credibility comes from its 30-plus years of experience in responsible travel. Intrepid is betting that while its own singular impact is minimal, its rebrand can influence and catalyze other brands and travelers to reach for greater levels of sustainability.