Trivago has a new cor­po­rate brand mark, cre­ated by its own in-house de­sign team. Three cre­atives of­fer their cri­tiques…

Computer Arts - - Contents -

Three cre­atives weigh-in on the new brand mark for Trivago

ANNA DRUCKREY De­signer, Trivago

“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.perez­

“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 twit­

“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.”

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