New Logo and Identity for Expedia Group by Pentagram

Established in 1996 (originally as Microsoft Expedia Travel Services; spun off in 1999 with its own IPO), Expedia Group is one of the world’s largest travel platforms owning some of the most well-known online travel services including the eponymous Expedia, “competitors” Travelocity and Orbitz, Hotels.com, and Hotwire among 20 brands. Their timeline is like a lava lamp of acquisitions and spin-offs. This week, Expedia Inc. changed its name to Expedia Group and introduced a new identity designed by New York, NY-based Pentagram partner Paula Scher. The identity centers on a distinctive lowercase “e,” which the designers drew as an aerodynamic letterform with a tapered eye and flat-cut terminal, then worked with type designer Jeremy Mickel to develop a full custo