Compare how leading travel & hospitality brands have changed their visual identities—and what those redesigns reveal about their markets, audiences and ambitions.
9 brand histories
1967
American Airlines
U.S. airline whose identity combines the eagle, national colors, and the idea of flight.
Hover to rewind · Open the story
1962
Delta Air Lines
A simple triangular widget grew from a jet-age badge into an enduring symbol of flight.
Hover to rewind · Open the story
2009
Hilton
Global hospitality company operating hotels and resorts across numerous brands.
Hover to rewind · Open the story
1991
KLM
KLM’s crown-and-wordmark combines a royal emblem with a clean airline identity designed by F. H. K. Henrion.
Hover to rewind · Open the story
1964
Lufthansa
German airline identified by the century-old crane and disciplined blue-and-yellow design.
Hover to rewind · Open the story
2014
Southwest Airlines
A striped heart and colorful wordmark turn airline hospitality into a compact, emotional symbol.
Hover to rewind · Open the story
2016
Uber
An abstract ride-hailing identity returned to a direct, highly legible wordmark.
Hover to rewind · Open the story
2010
Airbnb
Online marketplace connecting travelers with stays and experiences offered by hosts.
Hover to rewind · Open the story
1960s
Marriott
Global hospitality company operating hotels, resorts, and extended-stay properties.
Hover to rewind · Open the story