Logo design for three travel and family brands

Techcelerant designed logos for three consumer brands that sell good feelings as much as products: two travel brands, Travel World and See the World, and First Smile, a retailer of baby products. Each needed a bright, friendly logo that grabs attention in a social feed or an ad and still looks trustworthy enough for someone to book a trip or buy for their child.

The client

Travel World and See the World both sell trips and travel experiences, mostly online. People find them through ads, social posts and search results, then compare options on a booking page. The logo has to stand out among many similar travel brands and make a trip feel close and doable.

First Smile sells baby products. Its tagline, Every Purchase Has A Purpose, tells shoppers that each order stands for something the brand cares about. Its customers are new parents and gift buyers, so the brand had to feel warm and safe.

The problem

Travel logos lean on the same few images: a globe, a plane, a palm tree. With two travel clients in this group, we also had to make sure the two brands looked nothing alike. One needed to feel organized and dependable. The other needed to feel loose and fun.

Baby brands face a different trap. Pastel blocks and generic teddy bears make a store look like every other baby shop. First Smile wanted to look cheerful and memorable, and its logo had to carry its purpose-driven tagline without crowding the mark.

All three logos would live mostly on screens: profile pictures, ad creative, website headers and email. They also needed to print well on tags, boxes and printed itineraries.

What we built

• Travel World: a bold condensed wordmark with TRAVEL in dark slate and WORLD in orange. A dotted line runs from a dot under the T to an X, like a route on a map, and a white swoosh cuts through WORLD up to a small plane taking off. The tagline it's time to travel the world sits underneath in a light rounded sans serif.
• See the World: hand-drawn, glossy lettering with See and World in two shades of blue and THE in green. A cartoon yellow plane flies in from the left, and a yellow dashed flight path loops around the words.
• First Smile: a round blue bird with a pink heart-shaped wing and a happy closed eye flies above the name. First is set in pink and Smile in blue, in a soft rounded typeface. The i in First has a small price tag hanging from it, and the m in Smile forms a heart. The tagline runs underneath in gray.

Design decisions

For Travel World we kept the type strong and the color contrast high. Slate and orange read well on both light and dark backgrounds, and the route line and plane tell the story of a trip from start to destination. The condensed letters keep the logo short enough to fit a mobile header.

For See the World we went the other way. The hand lettering, glossy highlights and looping path feel playful, which suits travelers who want adventure more than itineraries. Yellow, blue and green suggest sun, sky and sea, so the palette alone says travel.

For First Smile, the bird gives the brand a mascot it can use on its own on packaging, stickers and social posts. Pink and blue cover the usual baby colors without picking one side. The small price tag on the i links back to shopping and to the tagline, and the heart in Smile adds warmth. We kept the tagline in a quiet gray so it supports the name without competing with it.

The result

Each brand now has a logo that works on its website, in ads, on social profiles and on printed materials. The two travel brands are easy to tell apart: Travel World looks steady and organized, and See the World looks light and playful. First Smile has a mascot and wordmark that parents remember, along with a tagline that explains what the brand stands for.

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