In 2014, Airbnb had already become a well-known name in the travel industry, boasting a massive 10 million users and 800,000 listings. Despite its success, the company decided to rebrand with the help of a London-based design agency. The new branding included a new icon based on the company's slogan, "Belong Anywhere," along with a new typeface, color schemes, images and websites.
The decision to rebrand stemmed from a disconnect between Airbnb's philosophy and its growth. While the company had started as a lodging business, the owners realized that what set Airbnb apart from hotel chains was the sense of belonging users felt when they used the service. Thus, the "belo" logo was created to communicate this philosophy.
The rebranding was a massive success, garnering attention on social media and in the press. It even won several design and marketing awards. By 2023, Airbnb had grown into a $70 billion company with over 60 million listings across 100,000 cities.
However, Airbnb is not the only successful rebranding in the travel industry. As the industry has evolved in the 21st century, outdated branding and marketing strategies have become a thing of the past. The world has become more borderless, and people are increasingly seeking out fresh, local-specific experiences.
If you are planning to enter this booming industry, there is much to learn from Airbnb and other successful travel brands like Trivago, Disney, Expedia, Skyscanner, Ritz Carlton, Hilton, Hyatt and many others.
Apart from excellent customer service, the beauty of these travel brands lies in their top-notch branding. This includes not only the location and design of their physical spaces but also their brand logos. In this article, we will teach you how to create a travel logo that is geared for success.
1. Go for a logo that represents your customers
Choose a logo that reflects your target customers. Whether you opt for a wordmark or an iconmark, the success of your logo hinges on how well it resonates with your audience. In the travel industry, you can't cater to everyone unless you're a corporation with multiple travel brands. If you're just starting out, pay attention to your specific audience.
Look at the example of Airbnb. Several of their employees traveled like their users, registering as travelers and staying in various host homes. As a result, they gained insight into what matters most to their users — the feeling of belonging that comes with lodging and renting.
They used this principle as the basis for their "belo" logo, their latest easy-to-recognize icon. If you can't replicate what Airbnb did, focus on conducting research. It's critical to understand your customers before creating a logo or other brand assets. This way, you'll know that your potential customers will have a positive and attractive perception of your brand, increasing the likelihood that they'll use your services.
2. Use a simple typeface
Consider using a simple typeface for your logo design. While an icon may seem like an attractive option, it can have drawbacks. Firstly, it requires significant resources to create a unique icon that has not been used by other businesses. Secondly, it may not be suitable in certain cultures. Lastly, it may not effectively convey the brand's identity in a single glance.
On the other hand, a wordmark is easily legible, allowing customers to understand the brand's message at a glance. Additionally, it provides greater creative flexibility. By adjusting the height, width, spacing and adding embellishments such as serifs, letters can be designed in various ways. Moreover, color choices can serve as an avenue for brand identity and differentiation.
3. Take advantage of a clean logo
Simplify your logo design. A cluttered logo can be detrimental to a brand's success by diverting attention away from the central message and repelling potential customers. In the travel industry, it's crucial to have a consistent theme and stick to it. Including too many themes and imagery can be confusing.
For instance, if you're a beach destination, your logo or slogan should clearly reflect this. If you're a luxury downtown location, a city building or skyline may be more suitable. Whatever concept you choose, ensure that it's the sole symbol in your logo and not a jumbled mishmash of conflicting symbols.
A simple logo doesn't necessarily mean a poorly crafted or overly simplified design. For example, The Venetian Resorts' logo features an intricate symbol of a lion with wings and a "V" plate representing Venetian. Despite the intricacy, it's still simple enough for viewers to grasp the meaning of the symbol. It doesn't have too many elements, just a simple lion and emblem.
In contrast, the background of this logo is overly complex, with mountains, deer, sun and birds all vying for attention. While viewers can discern the mountains, they have to look closely to identify the other objects.
4. Make the wordmark short
When selecting a wordmark as your logo, consider choosing a shorter name to benefit from enhanced branding. A concise wordmark can capture attention faster than a longer one, as it is easier to read and recognize. Moreover, shorter names tend to be more memorable and can more easily communicate the essence of your brand in a clear and concise way.
In addition, shorter wordmarks can facilitate the creation of simpler, yet more impactful designs that are more likely to stand out and be memorable. A simpler design can be more versatile and adaptable, allowing it to be more easily incorporated into different marketing materials and branding initiatives.
Examples of successful short wordmarks include companies like Nike, Apple and Google. These brands have effectively capitalized on the advantages of having short, simple and memorable wordmarks that communicate their identity and values in an impactful way. Ultimately, the key is to choose a wordmark that accurately reflects your brand identity while also being brief and memorable.
5. Capitalize on engaging color schemes
Color is an important factor in creating a beautiful and engaging logo. A well-chosen color palette can make a design stand out and communicate the brand's identity effectively. Colors also have inherent meanings that can influence people's perception of a brand. For example, blue and green are commonly associated with finance and money, while red is often used for restaurants and coffee shops.
It's important to choose colors that are not only visually appealing but also align with the brand's personality and message. A professional and serious brand may choose black and white for their logo, while a playful and energetic brand may opt for bright and bold colors. Ultimately, a good color scheme should enhance the overall design of the logo and help it to stand out in a crowded market.
6. Choose an intricate or simple typeface
Typefaces can make or break the impression of a travel brand. While intricate serifs are favored by mature consumers who associate them with luxury and tradition, simple non-serif typefaces are more popular with the newer generations who value accessibility and affordability. Travel brands should choose a typeface that resonates with their target audience and reflects their brand identity.
Intricate typefaces are suitable for brands that want to convey a sense of luxury, authority and tradition. Such wordmarks are often used by established and high-value brands, as they communicate a certain level of sophistication and elegance. On the other hand, simple non-serif typefaces are ideal for modern brands, including tech companies, creative agencies and retail. These typefaces are often associated with accessibility, simplicity and a contemporary look and feel. Travel brands that want to appeal to a younger and more price-conscious audience should consider using a simple, sans-serif and direct typeface.
Wrapping Up
Logo design is a highly subjective field, influenced by the preferences of business owners and customers alike. However, it's important to keep in mind that customers often make purchasing decisions based on what they see. The appearance of your products, stores, sales associates, websites and especially your logo can all have an impact on whether customers choose to support your brand.
This is especially true in the highly competitive world of travel companies, where new brands are constantly emerging. In order to stand out and appeal to your desired audience, it's important to create a strong and unique brand identity. So, when designing a travel logo, be sure to put thought and effort into creating a design that is not only visually appealing but also effectively communicates the identity and values of your brand. With a great logo, you can increase your chances of success and reach a wider audience.
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