Travel Service Logos — Aviasales, Skyscanner, Kayak and More

The travel category owns the most predictable cliché kit in branding: the little plane, the globe, the suitcase, the palm‑tree sunset. Which makes it fun to see which of the big services stayed inside the genre and which escaped it. Here are the marks of the main flight and hotel aggregators — from Aviasales to Hopper — and why a rabbit sells plane tickets better than a plane.

The honest plane: Aviasales and Flightradar24

Aviasales wears the category's most literal mark — a plane silhouette. The literalness works here: the brand is built not on visual uniqueness but on voice — the cheeky social‑media tone and meme marketing famous across the Russian internet. Paired with that voice, the plane mark turns from cliché into an identifier: "the one with the memes". A classic proof of what corporate identity actually is — more than a single logo.

Flightradar24 — a yellow plane silhouette on a radar: a flight‑tracking service has nothing to metaphorize. A utilitarian mark for a utilitarian product — the case where literal beats clever.

Abstraction: Skyscanner and Expedia

Skyscanner left its "two planes" behind in the 2019 redesign for an abstract globe stroke: three arcs folding into a sphere with a trajectory. The mark scales better, and the metaphor widened from "flights" to "the whole planet" — the same logic — when it's actually time to change a logo — behind Sber's mark change as the business grew.

Expedia — a plane reduced to a stroke above the word: reading speed over detail. After the group united its brands (Hotels.com, Vrbo), the mark became an umbrella — another "parent mark + products" system, like Yandex's ecosystem of logos.

The genre escape: Kayak, Hopper, Ozon Travel

Kayak — just a word in a heavy sans, no picture at all. Refusing a symbol is a stance too: the aggregator sells speed and coverage, and the terse wordmark — one of the classic types of logos — says "we are infrastructure, not a postcard".

Hopper — a rabbit. No plane, no globe: a mascot in a category where nobody expects one. The calculation is precise: an app that predicts ticket prices sells not the flight but the thrill of a good deal — and a playful rabbit carries that better than any fuselage. On an app‑store shelf among twenty little planes, the rabbit wins instantly.

Ozon Travel and Yandex Travel are sub‑brands: their marks derive from the parent identities (Ozon, Yandex), with the category named by a word, not a picture. With a strong parent behind you, the little plane isn't needed at all.

The utility satellites

Next to the aggregators live the traveler's utilities: Apple Weather with its sun behind a cloud — a weather hieroglyph unchanged for decades. Utilities don't compete for emotion — their mark must be an instantly readable pictogram, like system app icons.

The summary table

All marks from this roundup are in the Travel category in SVG and PNG. Download, recolor and compare; the rules on using others' marks are covered separately.