The travel industry is rife with overused visual metaphors. When we think about travel brands, sunshine, sea and palm trees immediately spring to mind.
SafariNow wanted to carve a unique space for their rebrand, one that continues to communicate their No 1 status and removes them from being associated with safari holidays, thereby producing a modern personalised brand that speaks directly to their audience.
Through our exploration (where we exhausted every possible icon approach) we arrived at delivering a brand that communicates that ”holiday feeling”, through inspirational images and a logo that is legible and performs well in the website’s header banner.
Even more recently SafariNow reviewed their brand position in the market and the BIG decision was made for a name change. StayNow was chosen as it reflects the accommodation portal’s scope better; an important consideration as the company grows in a world wide market. Being an online business, a name change involves a big risk if the SEO and online link integrity is not maintained. From a visual perspective we needed to make sure the recognistion stays true to the original logo, yet take advantage from the new letter shapes of a shorter word. After some tweaking we achieved a good balance between the “w” of “Now” and the “y” of Stay. Although the name is made up of two words, it still communicates as a single unit without affecting legibility.