Hopper is a Montreal-based travel booking platform that sells flights, hotels, rental cars and short-term rentals through a mobile app. The company was founded in April 2007 by Frederic Lalonde and Joost Ouwerkerk, both former Expedia Group executives. [1]
Design and History
Hopper’s visual identity centers on a hopping bunny mascot, a symbol that dates back to the company’s founders and their early aspirations for the business to be about discovery and enabling travelers to find unique journeys and experiences. According to Hopper’s lead product designer, a “hopper” embodies the openness and flexibility to travel and go to new places, and the bunny represents something bouncing around from place to place, from adventure to adventure. [2]
The bunny mascot is described as a quirky, playful and light-hearted symbol that defines the company’s group and culture. [2] The logo itself takes the form of a fluid, hopping and organic bunny seen mid-jump, with its profile on full display. [3]
Hopper has registered the bunny design as a trademark. A Canadian trademark application filed in 2019 describes the mark as a motion mark consisting of the moving image of a running bunny, with five positions shown in the design. [4] A separate United States trademark registration for the word mark “HOPPER” includes a depiction of a bunny to the left of the wording. [5]
Meaning and Symbolism
The bunny mascot is named “Hopper,” matching the company name. [2] The mascot appears throughout Hopper’s product and marketing materials, with a diverse community of mascot bunnies populating many of the company’s brand and UI illustrations. [6]
Hopper’s brand uses a bright coral color as its primary brand hue. The company’s own design principles, published by its product team, state that color should be used to highlight calls to action (using a Sky Blue hue), data, and brand (using Coral). [7] The coral color has been described as creating a welcoming aura for the brand. [3]
Typography and Design
Hopper’s design principles emphasize simplicity, with large areas of blank white canvas serving as a quiet backdrop for deliberately chunked and spaced content. The principles also call for using branded illustrations, icons and emoji to add color and life into utilitarian tasks. [7]
Beyond the bunny mascot, Hopper’s brand identity has been supported by contracted illustrators who created over 100 brand, marketing and UI illustrations positioning the company as a go-to source for exploring the world. [6]
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