Pentagram “unites” Expedia Group’s travel brands with new identity

Paula Scher has led the rebrand, which sees a new “e” symbol and a bespoke typeface called Expedia Group Display.

Pentagram has rebranded Expedia Group, the company that owns various travel businesses such as Expedia, and Trivago.

Headed up by Pentagram partner Paula Scher, the new identity aims to “better unite” the family of travel brands, says the consultancy.

Developed in collaboration with Expedia Group, the identity is based on a redesigned version of its existing “e” logo.

The handwritten letterform seen previously has been swapped for a lowercase, more “aerodynamic” version that allows Expedia to “own the e”, says Pentagram.

The symbol will also be “immediately recognisable” on marketing materials and other collateral such as brochures, adds the consultancy.

Pentagram worked with type designer Jeremy Mickel to develop a custom typeface, Expedia Group Display.

Sans-serif Neuzeit Grotesk has been chosen as a secondary typeface, and the core colour palette has been changed from brown to bright blue and black.

The identity has rolled out across all touchpoints.

All images courtesy of Pentagram

Hide Comments (9)Show Comments (9)
  • Karan March 27, 2018 at 5:36 pm

    For some reason, I feel like Microsoft Edge’s “e” would’ve been more suitable for this.

  • Encho Pramatarov March 28, 2018 at 1:36 pm

    There is one word to describe it all – ugly. I can’t actually believe Pentagram allowed this.

  • Megan March 28, 2018 at 2:52 pm

    I’m losing faith in Pentagram recently, the typeface is just not sitting right with me.

  • D March 28, 2018 at 3:20 pm

    Yet another example of a big man design agency producing sub standard work. shocking design! From the execution of the negative space within the E (don’t get me started on the sub standard attempt at a curve created within it) to the illegible use of the E when at a reduced size. A Windows Explorer evolution of terrible proportions.

  • Charlie Brown April 3, 2018 at 8:54 am

    Who. Signed. This. Off? Cannot quite believe the naive approach at ‘unity’. The execution is intern-esque at best.

  • Matt Temple April 3, 2018 at 9:07 am

    The ‘e’ device looks like an Apple Earbud (headphone) in a circle. Also almost like the Beats headphone logo rotated/flipped too.

    Certainly doesn’t say travel/hotels to me.

  • Hannah April 4, 2018 at 3:59 pm

    This just feels very uncomfortable and I’m not sure which part is the main culprit. The awkward curve or the awkward squaring off? Or just the whole thing is just a bit wrong. Not everything has to be warm and fuzzy but this is the most unbalanced/uneasy design I’ve seen in a long time.

    • Encho Pramatarov April 13, 2018 at 2:39 pm

      I do agree. I cringe every time I look at it.

  • Alex April 6, 2018 at 4:51 pm

    Awful – was this done by an intern?

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