Design & UX
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Expedia’s Logo Takes Flight

By Jennifer Farley

expedia-logo-new The start of 2009 meant a new look for Expedia. The travel web site unveiled a somewhat less playful logo than the one they’d been sporting for the past ten years. The bright bubblegum yellow and blue colors of the old logo were 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?

More:
  • Chaz

    Personally I think they lost some character switching the styles of the “a” but that’s a minor complaint over all. I also the plane is rather boringly done with the flashy gradient globe of blue.

  • http://www.facebook.com/brettdavidgoodrich Brett David Goodrich

    I think it looks nasty. #sorry

  • http://www.inthebigbrain.com paresh vyas

    the new one is more expressive

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