Trivago has a new corporate brand mark, created by its own in-house design team. Three creatives offer their critiques…
Three creatives weigh-in on the new brand mark for Trivago
ANNA DRUCKREY Designer, Trivago www.trivago.com
“Wabi is Trivago’s new corporate brand mark. We created it to differentiate our products and services from the corporate side. It was a collective effort from our inhouse team: Dawn McCance, Katalin Varga, Sergiu Lazics, Daniel Riemer, Mirija Wagener and myself. This doesn’t replace the classic Trivago logo. The new logo was added to showcase our company spirit – ever-evolving, simple, and authentic.
Wabi is a humble circle that is approachable and engaging. A circle should be closed but it’s not, because we’re never done. We’re never great, which is why the circle is imperfect. You can take so much from that messed-up circle.
We started to develop a lot of external initiatives, so it made sense to introduce a corporate brand for everything happening in our company. This separation was seen as an opportunity to design something that really held onto the spirit of Trivago’s culture.”
PRESCOTT PEREZ-FOX Brand consultant and art director www.perezfox.com
“I don’t mind abstract symbols as part of a logo, but it’s hard to get excited about one that seems completely detached and random. The type in this new Trivago logo is essentially unchanged, and the Wabi doesn’t seem to affect a larger visual style on the rest of the identity system or on the website. Without that larger design system of patterns, graphic devices, or an icon set, it’s just a singular blob of colour, and not even one that’s particularly well-constructed.
The identity is new, but most visitors to the site – not to mention the design community as a whole – will likely forget about it immediately. With no trace of the Wabi on the website, we’re none the wiser.”
OLLY BROWNING Head of marketing, freelance art director twitter.com/yourolly
“Let’s just say I’m glad this isn’t a replacement for the main B2C Trivago identity – a brand I think has enough longevity and opportunity as-is with its simple but effective tricolour wordmark. Whilst the Wabi icon seems pretty unremarkable – at first it reminded me of my nose piercing, and when it’s printed in mono I’m reminded of the Innocent drinks logo – I’m now starting to understand the idea of having this ‘unfinished’ vibe to promote company culture.
I understand the idea of inspiring teams to close that proverbial loop, but moreover I’m always happy to see big players genuinely invested in their company culture; the BBC’s GEL team and Stripe particularly spring to mind. At the same time, I’d love to see some more IRL applications of the Wabi, and some of their early iterations had some wonderfully radical ideas too.”