Image via DesignStudio
Trivago is shaking up its identity with a new five-star look. Stepping away from the days of just functional interfaces, the hotel price comparison platform has tapped London branding studio DesignStudio to infuse its brand with a lively, hand-drawn aesthetic and a tone that’s as welcoming as a cozy hotel lobby. More than a facelift, it’s a thought-out move to make Trivago not just a choice, but a habit for travelers worldwide.
Despite its strong presence in helping travelers easily sift through a sea of hotel deals, Trivago wanted to further elevate its brand to enhance its distinctiveness amid the fiercely competitive industry. The new mantra, “Search savvy. Feel super.” encapsulates Trivago’s dual promise: a smart search tool that leads to delightful hotel finds.
The new shorthand logo, a clever combination of a checkmark and a smile forming a lowercase ‘t’, symbolizes the site’s efficient search tools and the joy of finding an amazing hotel deal.
According to Maddy Patterson, a strategist at DesignStudio, this emblem captures that triumphant feeling of bagging a bargain. In addition, the “feel super” part of the slogan “flexes well to speak to those high-energy wins, as well as reassurance and peace of mind.”
Now, meet ‘Hank’, Trivago’s new brand ambassador aimed at adding a personal touch to its experience. Hank is a door-hanger who plays the roles of welcomer, usher, and information beacon.
“Our goal was to create a simple design system that heroes our warm and witty tone of voice. Hank can play a key role in this by welcoming and guiding users through the customer journey,” shares Diane Dear, senior designer at DesignStudio.
Image via DesignStudio
But there’s more to unpack. The rebranding also introduces a custom font, Savvy Grotesk, crafted by type design firm Studio Feixen. This contemporary, globally inclusive typeface perfectly complements Trivago’s new persona.
Image via DesignStudio
Image via DesignStudio
A key feature of this overhaul is the “witty and characterful” illustrations, adding a dash of charm to the user experience.
Image via DesignStudio
Image via DesignStudio
With a voice that’s confident yet easy-going, witty but approachable, Trivago’s refreshed tone aims to strike a chord with travelers.
“This isn’t just an aesthetic upgrade; it’s our way of standing out in the competitive travel market, making sure we cut through the noise,” explains Jasmine Ezz, chief marketing officer at Trivago.
Image via DesignStudio
This new visual identity has embarked on its travels to Trivago’s television commercials and online platforms, heralding a fresh chapter in the brand’s journey.
[via It’s Nice That, Design Week, DesignStudio, images via DesignStudio]
by rrollins
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