Skyscanner’s new brand identity as an interpretation of sustainable travel

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“A new look and a bolder outlook”, this is how Skyscanner, the airfares aggregator and one of the leader of the digital travel industry introduces their radical change of identity. Here the introduction from the about page created on purpose:

Leading the global transformation to modern and sustainable travel
You might have noticed that things look a little different around here. A new logo. A new typeface. A new color scheme. But our commitment to putting you, our travelers, first will never change and remains at the very heart of who we are as a company. Our new brand represents these core beliefs and embodies our mission to lead the global transformation to modern and sustainable travel.

How will we get there?
By doing the right thing. Making things simple. Exceeding your expectations. Helping you make the very best travel decisions. Looking far beyond how we plan, book and think about travel today. Doing the right thing also means looking after our planet, ensuring we can all keep enjoying it for generations to come. (We’ve already started giving you options that help you make more sustainable travel choices and that’s just the beginning!). Because we believe that travel has the power to change us. And we have the power to change travel.

Skyscanner’s design team made clear that their new image is meant to be bold, joyful, helpful and straight-forward. We definitely don’t disagree and we think that is a smart move to be extremely transparent with their audience and be very detailed in the presentation of the new concept.

The Logo. Let me anticipate that I’m not a big fan of the logo mark itself neither of this tone of blue, but I love the font specially the letter “K” combined with the “Y”. In general the concept is consistent and once we get a bit used to it, can be very strong.