Skyscanner reveals global brand refresh
Flight comparison website Skyscanner has revealed its updated brand image.
Skyscanner’s new logo
The announcement:
Today, Skyscanner unveils a significant global brand refresh featuring a vibrant new brand, as well as a bold mission to lead the global transformation towards modern and sustainable travel.
The new brand borrows inspiration from beautiful locations around the world, rich in colour, diversity and optimism. It features a mixture of stunning photography and eye-catching illustrations, as well as a redesigned typeface and a new logo designed to symbolise travel and the feelings that it invokes. It is launching across app stores, desktop, mobile web and owned social channels in 52 markets worldwide.
The logo incorporates four major elements that combine to form its aesthetic – optimism, sustainability, ideas and places to discover. The radiating beams represent the optimism of the sun and the innovation that Skyscanner has pioneered in the travel sector. The semi-circle embodies the earth and the downward arrow underneath illustrates a place pinned on a map.
The new typography (‘Relative’) is clear and straightforward, mirroring Skyscanner’s approach to helping travellers, while the palette is built around a bold lead colour, Sky Blue, which represents clarity and optimism. The supporting palette of warm, natural colours represent the rich hues found in destinations around the world.
The brand refresh coincides with the travel giant reaching the significant milestones of 100m peak monthly users, further demonstrating its position as leaders in travel. The bold, new mission to lead the global transformation towards modern and sustainable travel builds on more than 15 years of being at the forefront of travel and innovation, originally as pioneers in flight search and now across travel, helping people find and book the best options for flights, hotels and car hire.
The mission demonstrates a commitment to continue to innovate and disrupt, in order to anticipate and meet the needs of both today’s modern traveller the travellers of tomorrow.
Today’s modern travellers want a mobile-first, seamless and stress-free experience. Skyscanner’s apps have 90m downloads and 60% of users now interact with the brand via a mobile device. And travellers are increasingly wanting to explore the planet whilst also protecting it. The travellers of tomorrow will expect this by default and Skyscanner is committed to making this a reality, having taken the first steps in sustainable travel by showing lower emission flight options as well as joining the Duke of Sussex’s sustainable travel initiative, Travalyst.
Joanna Lord, Chief Marketing Officer at Skyscanner comments: “I am beyond excited to launch our new brand today! It is absolutely beautiful – but it goes so much deeper than just a refreshed look. This new platform allows us to recommit to the mission of Skyscanner but also point more clearly to where we are going. As a company we always strive to do more and provide the best products and services, first for flights and now for your entire trip. This is a hugely exciting time for Skyscanner as we look to the future.”
Global advertising campaigns promoting the refreshed brand and Skyscanner’s mission will launch next year.
Source: Haystac media release
No, the new design is not vibrant, it’s awful. I don’t understandvthe need to change web which works perfectly. Why?? I use(d) Skyscanner on daily basis. Now I can’t look at it – it hurts my eyes and gives me headache. I loved Skyscanner, but I can’t work like th
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No, the new design is not vibrant, it’s awful. And new logo looks like work of elementary school student. I don’t understand the need to change web which works perfectly. Why?? I use(d) Skyscanner on daily basis. Now I can’t look at it – it hurts my eyes and gives me headache. I loved Skyscanner, but I can’t work with website like this. Goodbye Skyscanner, Hello Google Flights.
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Now when I go to check prices and put where I am flying out from and put the destination as “Anywhere” it doesn’t show me the places from lowest to highest price anymore. Until this is fixed I will have to use google flight now. TERRIBLE. PLEASE FIX.
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Hello,
I was pretty surprised about the new face of Skyscanner. I’m a Graphic Designer mainly in Corporate design, strategy and branding. Sice 15 years of Branding I would say this was one of the worsted decision for the brand Skyscanner to change the branding. Hope there are as well other reasons like new company values or new peaks.
Well I think a soft retouch where be better.
For me, I do use Skyscanner very often. This year I booked over 36 flights through your app. Unfortunately after the relaunch I can find the app on my display because the design is very similar to other once…just think about it.
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Genuinely bad redesign here, taken a logo that was relatively current and turned it into 90s cliche. Very bad decision I hope someone reads these reviews and really sees what’s happened to act on it.
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Honestly you wonder what some companies are thinking. Its horrible i do not like the colours at all…..
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