Pelago is a travel experiences platform launched by Singapore Airlines Group, offering attractions, tours and activities across destinations worldwide. The company’s name comes from the word “archipelago,” a group of islands that lie in harmony, reflecting how the platform connects customers to travel experiences around the globe. [1]
Design and History
Pelago officially launched in Singapore in 2021, following a beta product release during the pandemic in 2020. The idea was conceived by Singapore Airlines in 2019 to provide travellers with a more holistic travel experience. [1]
The Pelago visual identity is documented in the brand’s official guidelines, which describe a graphic language inspired by an archipelago. The system uses oval shapes representative of islands to create a sense of safety and support, and these elements feature throughout the Pelago system to bring visual coherence and a distinctive branded look. [2]
Meaning and Symbolism
The archipelago concept is central to the Pelago identity. The official brand guidelines explain that the graphic language is inspired by an archipelago, using oval shapes representative of islands to create a sense of safety and support. [2] The company’s own story page reinforces this connection, stating that “Pelago” comes from the word “archipelago,” reflecting how the platform connects customers to the world’s attractions and experiences. [1]
Typography and Design
According to the official Pelago brand guidelines, the brand uses different weights of Rebond Grotesque and Suisse Neue, depending on the context. [2] The guidelines also note that the brand’s custom icons are designed to express the approachable and distinct qualities of the visual identity, with a geometric yet warm construction and a subtle rotation within the forms that ties them back to the graphic system. [2]
Brand asset databases list the Pelago brand colors as including the hex code E5FB70, a bright yellow-green shade, alongside darker tones such as 333333. [3]
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