Agoda refreshes logo to reflect 'playful' personality, unveils brand characters

Travel platform Agoda has unveiled a refreshed visual identity with a new logo and brand characters "Agojis". Featuring brighter shades of colours and refined typography, the new logo (pictured right) as opposed to the old (pictured left) aims to better reflect Agoda's "friendly, surprising and playful" personality.

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In addition, as part of the refresh, Agoda leveraged its brand equity and brought to life brand characters from its five iconic coloured dots. These "Agojis" have been developed to scale and adapt into any environment and campaign launch by Agoda. The revamped brand identity will be rolled out across all touchpoints, including Agoda’s sub-brands and products. According to Agoda, consumers will see cohesive, consistent visuals and tone of voice portraying the brand as thoughtful, surprising, unexpected, playful and humble.

Creative agency BMF Australia worked on Agoda's brand positioning, visual identity and creative development, while Digitas Singapore was in-charge of conceptualising stories in several key markets. Marketing has reached out to Agoda for additional information its marketing strategies following the brand refresh and the use of agojis.

Michael Kost, Agoda's global director of brand, said the dots on the logo are well-recognised, and the team wanted to do more with them and be memorable in an "unexpected and playful" way, while also distinguishing Agoda from other travel platforms. “Agoda has grown from a start-up to a global brand today that is not just a booking platform with the best prices, but a travel partner that simplifies travel for everyone,” he added.

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Recently, Agoda collaborated with vlogger Nuseir Yassin, the owner of popular Facebook page ‘Nas Daily’, to release a promotional video on tourism in Bangkok that highlights why “Bangkok has something for everybody.” In the video, Agoda invites Nuseir and his mother to Bangkok to find out themselves why the city attracts over 20 million visitors annually. As part of the campaign, Nas Daily also posted a link to special booking page where visitors will be able to save up to US$100 for a booking made on the Agoda website until September.

Earlier this year, Agoda appointed Ittai Chorev as its chief marketing officer. Based out of Thailand, he will oversee all of Agoda’s global marketing functions as part of his expanded portfolio, including performance marketing (SEM/PPC, MSE, display), CRM, pricing and loyalty, brand marketing and consumer public relations.