Expedia Group

Official Websites

• https://www.expediagroup.com

Brand Guidelines

2018

Brand Summary

Mission

• To visually articulate the Expedia Group brand purpose and strategy, providing tools for effective communication to teams, partners, and customers [^1].

Core Values

• Strong
• Stable
• Reliable
• Calm
• Cool
• Trust
• Warm
• Real
• Human
• Passionate
• Bold
• Brave
• Joyful
• Nature

Target Audience

• Teams, partners, and customers of Expedia Group, including B2B and internal teams [^2].

Personality Traits

• Modern
• Minimalistic
• Professional
• Accessible
• Distinctive
• Clean

Visual Identity Overview

• The visual identity centers on a geometric, stylized lowercase ’e’ icon, proprietary wordmark, and a color palette led by strong blue, black, and neutral tones, supported by secondary and tertiary colors. Typography is strictly defined, with Expedia Group Display for headlines and Century Gothic for body copy. The style is clean, modern, and minimalistic, emphasizing clarity, legibility, and modular layout [^3].

Categories

Logo Usage

• When the Expedia Group logo is scaled down, the legibility of the wordmark decreases. For that reason, the logo should be used at sizes above 48px (0.67 inches) in height. If the logo needs to be smaller than 48px, use the logo icon by itself only.
• NEVER use the logo in blue or black on a white background.
• Minimum width for web: 150 px
• Minimum print height: 65 px
• Clear space around the icon should not be smaller than the width of the ’e’. For the wordmark and logo, the clear space is equal to the height of the ‘x’ in Expedia.
• NEVER use a blue or black logo on white background.
• Do not modify or recreate the logo
• Do not rearrange the logo
• Do not stretch the logo (horizontally)
• Do not rotate the logo
• Do not stretch the logo (vertically)
• Do not add a dropshadow
• Do not scale parts of the logo
• Do not outline any part of the logo
• Do not place the logo on a low contrast background
• Do not use a blue logo on black
• Do not use the JPEG and GIF formats for print applications, these versions have been optimized for online applications

Iconography

• The Expedia Group ’e’ icon is a geometric, lowercase ’e’ with a tapered eye and a flat cut terminal. These modifications make the ’e’ streamlined and distinctive yet accessible.
• Our color logo {black, white or grey) is the preferred logo. Use it whenever possible. The color can be rendered in either spot or CMYK color, depending on application.
• The icon can appear in white on a blue or black background, if needed, on a colored background or saturated photo. If a color background or photograph is used, make sure there is enough contrast between the colors to maintain legibility.
• NEVER use the ’e’ in blue
• When the Expedia Group icon is scaled at smaller sizes, the legibility of the icon decreases. For that reason, the icon should be used at sizes above 9px {0.125 inches) in height.
• Minimum print height: 9 px {0.125 inches)
• Minimum web height: 12 px {0.30 inches)
• Below are examples of violations in logo usage. Violations apply to the Icon.
• NEVER use a blue ‘e’
• Do not modify or recreate the logo
• Do not rotate the logo
• Do not outline any part of the logo
• Do not stretch the logo (vertically)
• Do not add a dropshadow
• Do not place the logo on a low contrast background
• Do not use a blue logo on black
• Do not use the JPEG and GIF formats for print applications, these versions have been optimized for online applications

Color Palette

• The new color palettes reflect the new purpose and strategy. Leading with strong, stable blue and black, supported by calm neutral tones, with secondary colors that reflect energy and opportunity.
• Primary colors:
• Stable • Calm • Cool • Trust
• Blue HEX: #000099 RGB: R0, G0, B153 CMYK: C100, M97, Y5, K6 PMS C 072 PMS U 072 Strong • Reliable
• Black HEX: #000000 RGB: R0 G0 B0 CMYK: C0, M0,Y0, K100 Calm • Simple
• White HEX: #ffffff RGB: R255 G255 B255 CMYK: C0, M0,Y0, K0 Calm • Cool
• 50% Black HEX: #939597 RGB: R147, G149 B152 CMYK: C0, M0,Y0, K50
• Secondary colors:
• Nature • Bright • Joyful
• Warm • Real • Human
• • Passionate • Bold • Brave
• Yellow HEX: #ffc60b RGB: R255 G198 B 1 1 CMYK: CO, M23,Yl 00, KO PMS U 115 PMS C 123
• Red HEX: #CB2C30 RGB: R203 G44 B48 CMYK: CO, M97,Y75, KO PMS 71 lC
• Green HEX: #7AC231 RGB: Rl22 Gl94 B49 CMYK: C52, MO,Y88, KlO PMS U 368
• Tertiary colors:
• Light blue HEX: #00B 1 FF RGB: RO, G177, B255
• Orange HEX: #F58025 RGB: R245, G128, B37 CMYK: C0, M61, Y97, KO PMS C: 158 PMS U: 158
• Aqua HEX: #5BDFB8 RGB: R91, G223 B184 CMYK: C57, MO, Y40, KO PMS: 3375
• Baby Blue HEX: #a9dbff RGB: Rl69, G219, B255 CMYK: C31, M3, YO, KO

Typography

• Expedia Group Display ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The Expedia Group Display font family utilizes one weight for uppercase, lowercase and numerals. This family is used for headlines. It is never used as body copy or any size smaller than 16 px or 16 pt in print.
• Century Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic font family is used in body copy and text.
• Century Gothic Regular Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Arial can be used as a default font only when viewability issues arise on digital platforms.
• Headline goes here in Expedia Group Display no smaller than 15 pt. (Please manually kern the letters so they do not sit too far apart or too close together optically)
• Subheadline is Century Gothic Bold
• As a general rule of thumb, the body copy size should be smaller than the size of a title. Body copy is Central Gothic Regular with leading 2 pt bigger than point size.
• Typeface The only typefaces permissible for use within the Expedia Group identity are Expedia Group Display and Century Gothic. Arial can be used as a default font only when viewability issues arise on digital platforms.
• Font weight Contrast can be created through varrying font weights. Lighter fonts should be offset by heavier fonts to create tension on the page. The choice of font weights can be determined by messaging.
• Text alignment Large amounts of body copy should be left aligned.
• Text color Body copy can appear in black or blue, when suited. Text can be knocked out in white when placed on colored backgrounds or saturated photos. Text color can be used to differentiate two different points within a paragraph or sentence or to signify a language change.
• Leading The preferred leading is usually the same as the body copy size. The leading is kept fairly tight for an organized and modern feel.
• Spacing Space between paragraphs and sections will vary between materials. Use a full return between sections. If a smaller space between paragraphs is desired, the space can be a few points smaller than the leading. Sections should be spaced out in such a way that it makes the information very accessible to the reader. Use double spacing between sentences.
• White space Text should be thought of as modular units that can move around on a page and grouped to create white space.
• Body Copy As a general rule of thumb, the body copy size should be smaller than the size of a title.
• Contextual alternates Expedia Sans has a ‘Contextual Alternates’ feature that can be employed to enable certain alternates of glyphs in the program you are working in.

Visual Style

• When the Expedia Group logo is scaled down, the legibility of the wordmark decreases. For that reason, the logo should be used at sizes above 48px (0.67 inches) in height. If the logo needs to be smaller than 48px, use the logo icon by itself only.
• NEVER use the logo in blue or black on a white background.

Additional Properties