Skyscanner Brand World

After inheriting a complex and self-indulgent rebrand, it quickly became clear that it wasn’t working for Skyscanner. While it looked appealing, it lacked instant brand recognition, was difficult to use internally, and proved cumbersome for partners and agencies around the world.

The in-house Brand Design team at Skyscanner took on the task of simplifying the chaos, aiming to create a brand experience that not only ensured immediate recognition through consistency but was also “fit for purpose” with a focus on simplicity and detail. This meant it needed to be functional for both the in-house team and global partners.

We approached this challenge through a process of reduction (eliminating unnecessary elements), clarification (identifying the essentials), and amplification (emphasizing the elements we valued). The result was a design system centered around simplicity and the belief that less is more.

Drawing inspiration from Swiss design principles, we crafted a brand world that blends timeless elegance with modern touches, achieved through imagery, tone of voice, and more. With comprehensive brand guidelines, numerous templates, and a structured design approach, we transformed how Skyscanner presents itself at every touchpoint.

From the outset, we didn’t just focus on how the brand looks and feels—we also considered how it moves.
As a travel brand, movement is at our core.
Our motion principles are grounded in four key values: Optimistic, Inspiring, Reliable, and Authentic.
Every design and motion decision reflects these values, ensuring a consistent, thoughtful experience. No detail was overlooked in creating this system.

The result is a brand world that enables the Skyscanner team to produce visually stunning, attention-grabbing designs quickly and consistently.

Built on timeless design principles, the brand is designed to remain relevant and fresh as we evolve, grow and refine.

Modern, engaging, inspiring, and full of personality, the new Skyscanner brand now truly reflects its identity as "the world’s number one travel ally."