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Pentagram

Expedia Group

Brand Identity

Brand identity for one of the world’s largest travel platforms.

Expedia Group is one of the world’s largest travel platforms, with an extensive family of the most trusted online travel brands. Pentagram has designed a new brand identity for Expedia Group that better unites its extensive family of travel brands, businesses and teams, while also acknowledging the unique contribution of each individual brand to the success of the Expedia Group global business. Pentagram worked closely with the Expedia Group team to develop the identity. 

The contemporary attitude of the new identity suggests Expedia’s vision and purpose: “We are the world‘s travel platform. We bring the world within reach.” The identity centers on a distinctive lowercase “e,” which the designers drew as an aerodynamic letterform with a tapered eye and flat-cut terminal, then worked with type designer Jeremy Mickel to develop a full custom font, Expedia Group Display. The unique typography enables Expedia to own the “e”; in applications like promotions and collateral, it is immediately recognizable and accessible. 

The cohesive system extends the typography to Expedia’s many B2B sub-brands, and to an endorsement line that may appear alongside the consumer brands. Secondary type is set in the sans serif Neuzeit Grotesk, and the palette features a brilliant blue, as well as black.

Office
New York
Partner
Paula Scher
Project team
Jeff Close
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