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New Logo for Kayak

before

after

About

(Est. 2004) “Kayak.com, sometimes styled as KAYAK, is a fare aggregator and travel metasearch engine operated by the The Priceline Group. Its products are available in 18 languages. The company also runs travel search engines checkfelix and swoodoo. Formerly a separate company, the KAYAK Software Corporation was acquired by The Priceline Group on May 21, 2013.” (Wikipedia)

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Images (opinion after)
New Logo for Kayak
Logo.
New Logo for Kayak
Social media icon, before and after.

Logo animation at the end of this shark promo.
Opinion

No information or fanfare on this one, even though Kayak is a fairly well-known service. It’s almost like terms of service being updated on Friday night, where you don’t want the users to notice the change. The lack of usual hoopla around the logo may be explained in that there is not much to be proud of here. The old logo referenced those cool clackety display boards at train stations and some airports — official term being split-flap displays — that even though it had nothing to do with kayaks it did have to do with travel and made up for the weird name. The new logo does away with the divider line that hinted at the display and the slightly more distinguishing condensed sans serif in favor of a more standard sans serif in squares. It’s not that the old logo had much conceptual depth to it but now it’s completely devoid of it and while, sure, it looks decent, it’s just letters in squares. In the grand scheme of life, it’s not a big deal but kind of sad that they stripped away what little made the old logo interesting.

Thanks to Corwin Thiessen for the tip.

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