Expedia’s Creative Logo Design Uses Illustration To Promote Movement
Expedia Group’s dynamic new logo and brand identity usher the brand into the 21st century in a clean and creative way. The brand got a new name, a new logo and a whole new identity that brings the brand full circle, further solidifying its excellence in the industry of travel booking across the world.
The new logo design is made up of a monogram and wordmark. The two flow seamlessly with one another, but at the same time, stand strongly on their own as two separate, distinct and impactful designs.
The monogram is written in a fluid, smooth and curvy way. The “e” is lowercase, and move with ease. The design is a bright, clean white. It promotes movement and a dynamic nature in the different thickness — the inside of the “e” is thinner, and the outside is thicker. And on the website, this “e” swirls in.
This isn’t innately travel-related, but there’s something about the shape — the fluidity matched with the sharp lines — that makes you think travel and flight. And this is the perfect feeling to evoke.
This is matched with an equally fluid and smooth wordmark. It’s written again in a white font — this is bright and clean and focused. It reminds you of the clean airplane air. It also reminds you of the smooth and efficient process of using their websites.
It’s soft, yet to the point. It’s clear, yet fun and creative.
The wordmark typography differs from its previous version. It’s thicker, it’s brighter and it’s generally just better.
The “e” design that makes up the monogram is copied in the wordmark. This creative and innovative font is also seen across branding material, making this logo design a cohesive design symbol that ties the logo together with the brand.
This thick, bright font, paired with a sleek and fluid monogram make up a logo design that promotes movement, flight and urgency. It compels you to act. It urges you to make a decision. It’s a logo that represents a brand that lives and breathes travel, and after looking at the emblem, that’s all you’ll want to do too.
The Expedia Logo’s Soothing Blue Coloring Makes Travelling A Dream
Colors have meaning, they have depth. There’s a psychology to it, and it definitely has an impact on design. Whether we’re talking web and app design, or print and logo design — colors will make your audience think or feel a certain way, even if it’s only subconsciously. Understanding that, and being able to use that knowledge in your designs, can work out wonderfully for you in the long run.
In this design, the two colors used are white and blue. These colors are bright. They are bold. They are in your face and you can’t look away. In a world slowly going more minimal, it’s a refreshing change to see a design play with colors so masterfully, and in such a way that strikes the perfect balance between bombastic and burning.
The color blue is seen a lot in design, and there’s a reason why.
It has an extremely pleasing effect on the mind and body. It lulls people into peacefulness. It takes the edge off. It reduces anxiety and stress. This is a pleasing thing to see, especially for a travel company. Travelling is stressful enough as it is, so this blue subconsciously puts users at ease and lets them know that their service will also eliminate those anxieties.
Another reason blue is used to often is because it evokes a sense of openness. Blue is often used to represent air or water — the color of the sky and ocean. Again, this is a travel company — and people travel by air and by water. This blue represents those mediums by which its users can travel.
Blue is significant and strong and dynamic. It puts people at use but also excites. And its ability to tie in the feeling of travel through its coloring is extremely intuitive and engaging.
Similarly, the bright white color exudes a cleanliness and an airyness that can’t be ignored and further enthuses and sedates.
These colors work together beautifully to push people into using the brand and its sites to book their next trip across the world. They entice and soothe in a pleasing and captivating way that make it impossible to resist.