Yatra.com, an online travel portal, has revealed its new brand identity and logo. According to the press release received from the agency, the new identity captures the fluidity and smoothness of travel experiences that today's Indian traveller seeks.
The new brand colour is Red that stands for vibrancy. Apart from the logo change, the branding elements, communication and messaging have been given a more contemporary and aspirational look. Yatra has also released a new ad campaign, conceptualised by Clay Design Strategies, as part of the rebranding exercise.
Speaking on the new brand identity, Sharat Dhall, COO (B2C), Yatra, says, "Today we are much more than a booking site for flights, hotels and packages. We are a travel marketplace. And our new logo symbolises just that. The change in brand identity is coupled with the evolution of Yatra's product offering, covering an unmatched range across flights, hotels, holidays, bus, train, cabs, homestays, activities and cruises."
Vikrant Mudaliar, chief marketing officer, Yatra, adds, "The change in brand identity is not only about the change in logo and colour but also in what the brand stands for, along with the branding elements such as tonality, communication, look and feel. The new red logo showcases the richness of our experience and the expansive depth of our product portfolio. It also helps us to stand out in an increasingly cluttered media environment and at the same time lends a sense of confidence and reliability to our brand. The new logo type face is hand drawn and inspired from the trail of a journey."
The new brand identity is more contemporary and evolved, and clearly showcases the richness of the product and services Yatra offers. The marketplace model allows verified sellers to list their travel products on Yatra's site, thus enlarging the bouquet of travel products available for travellers.
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