Travelocity Unveils Its New Corporate Identity
Travelocity has unveiled a new corporate identity as part of a drive to give some of the company’s different brands in Europe and North America a common look and feel. The new design will be applied to Travelocity’s national sites as well as some European brands like Resfeber in Sweden. - (3/25/2004)
The new identity was researched in every one of Travelocity’s European and North American markets and given a ‘soft’ launch by the British site, travelocity.co.uk, two months ago. The company reported strong consumer acceptance and brand recognition.
The new corporate identity includes three hand-drawn stars and uses shades of blue and orange.
Travelocity Europe has also announced its intention to establish a brand in France but has not yet revealed the name. This will also carry the new identity, but will operate online and in the traditional 'offline' channel, with stores in major centres across the country. The joint venture's German brand Travel Overland already works this way and has 16 shops. In a new departure from convention, however, the French operation will also sell tour content to French travel agents (…)
Travelocity Introduces Complete Rebranding With New Design and Logo
Simple, Uncluttered Design New in Online Travel; Consumers Prefer More Than
Two-to-One Over Competition in Testing
SOUTHLAKE, Texas, March 25 /PRNewswire/ — Travelocity® today introduces a completely new look and feel that offers consumers greater ease-of-use, while setting new standards for design in online travel. In conjunction with the rebranding, Travelocity also today unveils its new “Guiding Stars” logo and color scheme.
“Travelocity has always taken great pride in being an advocate for its customers by negotiating great deals, providing insider travel information and offering excellent customer service,” said Jeff Glueck, chief marketing officer for Travelocity. “Our crisp new visual identity is yet another way we are leading the industry by elevating visual and customer experience standards, while our new logo personifies our reputation for providing smart guidance to consumers. We want every page of the site to communicate what our brand represents: travel expertise, honest guidance and the high-vitality spirit of our members.”
Solid Consumer Response
In researching concepts for the new site, Travelocity conducted a number of in-person interviews, focus groups and usability tests. Findings indicated that consumers viewed online travel sites as visually crowded, with too many offers and features competing for their attention. This caused confusion for consumers, who were seeking a site they could trust to present them the best options for their needs. In response, Travelocity designers created a fresh, new look. Ensuing tests showed that consumers favor Travelocity's new site more than two-to-one over competitors' sites. Additionally, research conducted on behalf of Travelocity revealed that, compared to competitors' sites, consumers consider Travelocity's new site to be more appealing, more organized, and containing just the right amount of information.
What's In a Logo?
The redesign work flows from a conscientious rebranding process undertaken by Travelocity, during which the company developed its new brand approach. One result of this process is a new logo with the company name set against a dark blue sky with guiding stars. Concurrently, the logo also will be featured on a white background in certain applications. The new logo was created by Travelocity's branding agency, Paris-based Desgrippes Gobe (d/g*).
“Stars are the traveler's natural compass,” Glueck said. “And we think this approach ties in naturally with our commitment to guide our customers to the most rewarding trips.”
Source:
> Travelocity
> eyefortravel
