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Yatra revamps brand identity, unveils new logo

Clay Design Strategies is the agency that has worked out the new brand identity and the new logo

BestMediaInfo Bureau | Mumbai | January 24, 2017

Yatra

Yatra, the online travel portal, has unveiled its new brand identity and logo. The revamp comes in the wake of changing needs and behaviour of consumers. The new identity intends to capture the fluidity and smoothness of travel experiences that today’s Indian travellers seek.

Clay Design Strategies is the agency behind the new brand identity and the new logo.

The new brand colour is red and stands for exuberance. It is also a symbol of physical movement which goes very well with the overall concept of a journey. While the colour stands for vibrancy, the font is intended to be friendly and approachable.

Taking us through the brief given to them by the organisation, Kalpita Bose, Founder and Director, Clay Design Strategies, said, “The Yatra brand identity which was being followed was almost a decade old and with the travel space evolving at the rate it is, it was time for a change. The brand wanted an identity that is more contemporary, evolved and clearly showcases the richness of their product. With their ever expanding portfolio of travel products, they wanted to position themselves as a one-stop travel solution.”

Sharing Bose’s views on the brand identity revamp, Sharat Dhall, COO (B2C), Yatra, said, “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. Today we have everything that a traveller needs on our site, and truly the one-stop travel platform for Indians. We are bursting with new ideas, with new discoveries to be made, and newer journeys to be experienced.”

Vikrant Mudaliar Vikrant Mudaliar

Speaking on the new brand identity and explaining the changes in the logo, Vikrant Mudaliar, Chief Marketing Officer, Yatra, said, “The change in brand identity is not only about the change in logo and colour but also a change 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 changed Yatra logo is fluid, just like travel should be. The new logo type face is hand drawn and inspired from the trail of a journey. The logo is free flowing and not bound, just like our plans should be. The logo stands for a seamless travel experience that Yatra provides with the new marketplace model.”

Apart from the logo change, the branding elements, communication and messaging have been given a more contemporary and aspirational look.

“Red as a colour is very positive, bold and generally associated with passion, life and energy. It is also a symbol of physical movement which goes very well with the brand and its offerings,” added Bose.

Elaborating on what else they have planned as part of the brand revamp, Bose said, “Apart from the logo change, the branding elements, communication and messaging have a more contemporary and aspirational look. We have also worked on the Ui and Ux, which will be more intuitive, suggestive, user friendly and informative and shall be rolled out in a phased manner.”

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Tags: Yatra
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