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Expedia Unveils New Logo

    Jennifer Farley
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    expedia-logo-new A new year and a new look for Expedia is revealed. The travel web site has unveiled a somewhat less playful logo than the one they’ve been sporting for the past ten years. The bright bubblegum yellow and blue colors of the old logo have been replaced with a more sombre dark blue palette. The airplane symbol is still there but in a more sophisticated stylised shape. The new logo also comes with the tagline, “Where You Book Matters.” set in a somewhat mechanical “handwritten” typeface.

    expedia-logo-new

    New Expedia Logo With Tagline

    Expedia was born in 1999 as a division of Microsoft. It was later bought by Ticketmaster and in 2005 Expedia went out on their own.  Throughout its lifetime the logo consisted of a blue bubble with a little yellow cartoon airplane flying around it. Initially the logo included “.com” but this was eventually dropped as Expedia expanded around the globe with multiple sites.

    Expedia1

    expedia_old_logo
    Old Logo With Cartoon Style Symbol

    Paul Leonard, VP of brand marketing at Expedia says of the logo;

    As before, an airplane and circular blue “globe” make up the new logo. But the plane is white, not yellow, and the whole look and feel is “less cartoonish,”.  We were striving for a more timeless and classic aesthetic, It’s a little less whimsical and more sophisticated.

    Quote from the Seattle Times.

    The new logo is part of a larger re-brand with television advertising by Martin Agency. Personally I like the new logo. I’ve seen commentary about it being boring and maybe they are losing something by getting rid of the cartoon style, but I think it looks quite elegant. I’m not sure I fully understand the new tagline but that’s another story.

    What do you think of the new logo? Is the new sophisticated look an improvement or has character been lost?