Orbitz Logo PNG
“On trips and business trips, the site is an indispensable assistant,” says the Orbitz logo. The emblem says that the portal makes it easy and convenient to plan travel, choosing suitable flights and places to stay.
Orbitz began in November 1999 as a planned online travel project known inside the industry as T2, reportedly short for “Travelocity Terminator.” Continental Airlines, Delta Air Lines, Northwest Airlines, and United Airlines backed it. American Airlines joined in spring 2000, bringing total startup investment from the five carriers to about $145 million.
On February 24, 2000, the project was registered as DUNC LLC, named after Delta, United, Northwest, and Continental. Jeff Katz became CEO, while programmer Alex Zoghlin led platform development. The public brand name became Orbitz, and Orbitz.com officially launched on June 12, 2001.
The site’s key feature was the Flight Matrix Display, a grid that let users compare flights by price, departure time, and airline on a single screen. Orbitz also pulled data directly from airlines rather than relying solely on systems such as SABRE, which helped make searches faster and fares more competitive. The model later influenced many online travel services.
The launch drew antitrust scrutiny because the founding airlines controlled most U.S. domestic flights. Southwest Airlines also sued over how its routes appeared on the site, although its tickets were not sold there. Orbitz introduced a $5 ticket fee in December 2001 and reported $43.4 million in operating revenue that year. Supplier Link followed in 2002, bookings reached $2.5 billion, and Orbitz raised $317 million in a 2003 IPO. Cendant bought it in 2004; Travelport took over in 2006; Orbitz Worldwide went public in 2007; and Expedia acquired the company in 2015.
Meaning and History
The company was founded over 15 years ago. Throughout its existence, it has steadily developed while also going through difficult stages. The turning points were reflected directly in the corporate identity and logo.
2001 – 2005
Orbitz was founded in 2001 as a partnership among major airline companies. Rich Barton (CEO of Expedia Group) and Mark Åckerstron (Technical Director of the hospitality sector) played a key role in the brand formation. As a result of the efforts of these people and a team of experienced developers, a convenient and functional platform for travelers was created.
The site’s visual identity was based on a cool, saturated color scheme, effectively combined with a large font. A deep blue was chosen as the main color, complemented by a lighter shade. Such a coloring immediately caught the eye, making the brand recognizable while conveying calm.
Many designers have drawn a parallel between the chosen color and a shade of the sea, which evokes only positive associations. The emblem itself consisted of one word – Orbitz. Company name and nothing more. The same can be said for a website. All the developers’ attention was focused on creating a high-quality Internet resource where you can immediately find a place to stay and book air tickets.
2005 – 2012
Important events took place during this period. The prerequisites for this were laid back in 2003 when the company went public and issued shares. Shortly after that, the airlines owned a 70% stake in Orbitz Worldwide, and later the company was acquired by the Cendant Corporation (New York). In 2006, the Blackstone Group acquired part of the Cendant business, including the Orbitz website.
The change in ownership entailed some minor changes to the logo. The inscription and the selected font remained the same. The first letter “O” had not changed either. It was a circle of two arrows, one following the other. The changes affected the logo’s colors. Instead of a deep blue, a light blue hue was chosen. The color of one of the arrows also brightened a little.
The chosen color scheme and dynamic cursive font symbolized professionalism. In addition, the design evoked associations with reliability and a progressive approach to service provision, which were the company’s main principles.
2012 – today
Another turning point came in 2015. In February of this year, Orbitz Worldwide was bought by the large travel company Expedia Group, the current owner of the site. It seriously impacted the resource and contributed to its rapid development. The corporate style also changed during this time.
The logo has changed colors again. This time, I chose a darker shade of blue for the letters and a bright blue for one of the arrows in the “O.” This decision reflected a more modern approach to design and a desire for improvement. The updated corporate badge reflected the brand’s development.
Font and Colors
The modern Orbitz logo is a stylish version that has been kept since the last update. This is a memorable and strong sign, which at the same time is distinguished by its simplicity of execution. It symbolizes the brand’s essence: high-quality service for tourists combined with an intuitive interface.
A special semantic load is also assigned to the first letter “O.” It is made in the form of arrows that close each other. Such an icon embodies movement and development. Orbitz is always trying to improve its service and make it as comfortable as possible for users.
The font is in bold italic sans-serif format. The emblem shows clear lines and rounded corners of some of the letters. Diagonal cuts in the letter “Z” also give some dynamism. In general, the emblem stands out well against the background of the design of other similar services and demonstrates the company’s professionalism.