Hotel price comparison website Trivago is ‘cutting through the noise’ with a new global brand identity designed to create a “more defined and memorable experience” for its users.
Working with global brand and design agency DesignStudio, Trivago’s new look and ‘Search savvy. Feel super.’ tagline has been designed to strengthen the brand’s distinctiveness in the highly competitive marketplace.
A fresh visual identity with new logo and contemporary, customised typeface (which supports several hundred languages) represents the company’s global position as well as its ‘warm and inviting’ tone of voice. Hand-drawn illustrations inspired by Trivago mascot Hank were created in partnership with Niceshit.
“As we give our brand a fresh look, we’re building up on the concepts that made Trivago a strong global brand,” said CMO Jasmine Ezz.
“It’s a mix of where we’ve been and where we’re headed. This isn’t just an aesthetic upgrade; it’s our way of standing out in the competitive travel market, making sure we cut through the noise.”
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DesignStudio executive creative director Vinay Mistry said the goal was not just to create a new look but to “redefine the essence of Trivago”, making it a brand that people “connect with on a personal level”.
“The ‘Search savvy. Feel super.’ experience comes to life through a characterful new expression that makes trivago truly accessible to their diverse audience and sets them apart in the travel industry,” he added.
Strategy director Chloe Jensen added: “Our strategy aimed to clarify the brand proposition and messaging, ensuring people have a clear reason to choose Trivago, but also come back.
“‘Search savvy. Feel super.’ solidifies the platform’s role as users short-cut to find a great hotel deal and reintroduces some of the unique and charming spirit of the brand that had been lost over time.”
The new brand identity has begun to launch in TV spots and across online platforms, and will continue to roll out across all brand touch points in the following weeks.
