Orbitz is an online travel company that launched in June 2001 as a partnership among major airlines. Its visual identity has centered on a wordmark in which the first letter “O” is replaced by a circular graphic element composed of two arrows, a design that has remained the brand’s core signifier through multiple refinements.
Design and History
The original Orbitz logo, introduced at the company’s 2001 launch, featured an italicized wordmark with the distinctive arrow-based “O” already in place. The early version used a darker, cooler blue palette. In 2005, Orbitz redesigned its visual identity primarily through color: the main blue was lightened to add energy to the heavy letterforms, and one arrow in the “O” received a very bright sky-blue shade, with the entire element rendered in solid color rather than the outlined style of the original. [1]
In May 2012, as part of a broader website redesign and rebranding campaign, Orbitz introduced an “enhanced” version of its logo with a richer color palette. The company described the new site and identity as “sleek, fresh and lively.” [2] This update adopted a darker blue for the lettering and a bright blue for one of the arrows in the “O.” [1]
Designer Emily Oberman, co-founder of the New York studio Number Seventeen, has been publicly associated with Orbitz as a client of her studio. [3] However, no official source confirms that Oberman or Number Seventeen designed the original or current Orbitz logo, so the specific designer or agency behind the mark remains unverified.
Meaning and Symbolism
The two arrows that form the “O” in the Orbitz wordmark are the brand’s icon and signifier. The arrows are documented as symbolizing movement, a fitting reference for a travel company. [1] The two-tone blue palette of the logo has been described as reflecting stability and professionalism alongside a creative, progressive approach to the company’s services. [4]
Typography and Design
The Orbitz wordmark is set in all capitals in an italicized, extra-bold sans-serif typeface. The letterforms feature rounded corners on characters such as “R,” “B” and “I,” while the “T” and “Z” are sharper, with the “Z” displaying a diagonal cut on its horizontal bars that gives the logo a dynamic, modern feel. [1]
Current brand color data for Orbitz lists a bright blue at hex code #00B1FF, along with white and a dark gray. [5] These colors reflect the palette established in the 2012 refresh, though Orbitz does not publish official brand guidelines that document the precise meaning of each shade.
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