Travelocity Introduces Complete Rebranding With New Design and Logo

25th Mar 2004


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.

Behind the Scenes of the New Site


With its large blocks of color and calm, soothing palette, Travelocity now offers savvy travelers an easier, more relaxed booking experience along with great travel deals.

“Our goal in the redesign was to evolve the site based on the direct feedback of our customers,” said Troy Whitsett, director of customer experience and interactive design for Travelocity. “We also observed innovators in other industries that had successfully accomplished similar goals. We wanted a design that works well and looks great, and we are paying attention to the smallest of details and making sure that travelers can move quickly and easily while shopping.”

Similar to a traditional offline entity introducing a new brand, Travelocity’s core features - its wide variety of flights, hotel, car rental and cruise choices, competitive pricing and attentive customer service - remain intact. The latest additions include:

  — Faster download speeds - the new home page loads almost twice as

  — An improved user experience with cleaner lines, less clutter, more
      engaging colors and emphasis on the most relevant content

  — Use of drop down menus on every page, so that consumers are always
      only one click away from the feature they are seeking

  — A more personalized shopping experience including more personal
      information on the home page, designed to give customers the tools and power to take control of their travel lives

“From the colors chosen to the content organization to specific word choices, we examined every aspect of the site,” Whitsett said. “Each decision was a step toward creating an inspirational and rewarding experience with Travelocity, where customers feel invited in and want to stay.”

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.

“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.”



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