Pentagram partner Paula Scher has created a new identity for online travel brand, Expedia Group. In a redesign which sees typography move to the front of the brand’s identity, it “better unites its extensive family of travel brands, businesses and teams, while acknowledging the unique contribution of each individual brand to the success of the Expedia Global group business,” Pentagram explains.
Working closely with Expedia Group in the identity’s development, the design consultancy describes the rebrand as representing the “contemporary attitude” of the brand. “We are the world’s travel platform,” state Expedia Group. “We bring the world within reach.”
Built around the graphic cornerstone of a lowercase ‘e’, “which the designers drew as an aerodynamic letterform with a tapered eye and flat-cut terminal,” Pentagram then developed a full custom font for the brand with type designer Jeremy Mickel. The result is a curving sans serif titled Expedia Group Display, “enables Expedia to own the ‘e’; in applications like promotions and collateral, it is immediately recognisable and accessible,” the design consultancy explains. The secondary type for Expedia is the sans serif Neuzeit Grotesk and both are applied in a selected colour palette of white, blue and black.
By utilising typography as the key graphic of the travel brand the identity is a “cohesive system” and has the capability to extend “the typography to Expedia’s many B2B sub-brands, and to an endorsement line that may appear alongside consumer brands,” says Pentagram.
- Photographer Timothy Schaumburg takes us behind the scenes of plastic surgery prep
- The Line King: A profile of Al Hirschfeld, on the prolific characterist’s 115th birthday
- Ditto publish 100 Club Stories in celebration of the iconic London venue
- Adobe Stock identifies 'multilocalism' as the next trend to shape visual culture
- “I want my work to function like a good book": illustrator Charlotte Ager
- "Even if you cover a shit in glitter it’s still a shit": top creatives show us their CVs
- "Don't drink and dance in front of your peers": ten creatives on their biggest mistakes
- Tsto returns to design Flow Festival's identity, pushing and playing with its typography
- Beyoncé and Jay Z take over the Louvre for Apeshit music video
- All internships are not created equal: how to spot the best opportunities and have the courage to reject the duds
- How Alex Prager made the world stop and stare
- Neville Brody launches type foundry, Brody Fonts