Skyscanner takes off with global brand refresh, reflects 'optimism' and 'clarity'

Travel fare aggregator website Skyscanner has unveiled a global brand refresh featuring a new brand identity and a bold mission, which is to lead the global transformation towards modern and sustainable travel. The new brand will launch across app stores, desktop, mobile web and owned social channels in 52 markets worldwide. The markets include Singapore, Malaysia, Indonesia and Hong Kong.

The new logo is designed to symbolise travel and the feelings that it invokes. It 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.

Meanwhile, the new typography named "Relative" is clear and straightforward, mirroring Skyscanner’s approach to helping travellers. 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. Global advertising campaigns promoting the refreshed brand and Skyscanner’s mission will launch next year.

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In a statement to Marketing, Skyscanner's spokesperson said it was a massive project to coordinate and align teams across product, engineering, design, marketing and brand. Skyscanner had to coordinate and ensure brand assets, communication channels, copy and the product were not only localised but also reflective of the new brand, and its new mission, to lead the transformation to modern and sustainable travel.

While the spokesperson declined to share the cost of the brand refresh, she said that Skyscanner worked with branding and design agency Koto for the brand refresh.

The new brand borrows inspiration from beautiful locations around the world, rich in colour, diversity and optimism. It features a mixture of photography and eye-catching illustrations. According to Skyscanner's website, photography helps the brand express complex messages through a single, powerful image. Also, it always features long, bold shadows in its illustrations to show where the light source is coming from. This ties in with the logo which embodies the sun. Icons also play a vital role within Skyscanner, guiding consumers through the complex information displayed on the website and its app.

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The brand refresh coincides with Skyscanner reaching 100 million peak monthly users. Its mission of leading the global transformation towards modern and sustainable travel builds on more than 15 years of spearheading travel and innovation. The mission also demonstrates Skyscanner’s commitment to continue to innovate and disrupt, so as to anticipate and meet the needs of both today’s travellers and those of tomorrow.

Joanna Lord, CMO at Skyscanner , said this 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," Lord added.