For those of you who have tried searching the Web for best deals among hotels or vacation packages, chances are you have visited the popular website Hotels.com.

Recently, the online travel discount site has applied for protection of its new trademark obviously related to “travel agency services, namely making reservations and bookings for transportation and providing information concerning travel and providing travel and information over computer networks and global communication networks”.

The current logo design features its name in red text and a character named Benny the Bellman carrying suitcases. Launched in 1996, it’s about time to have a logo makeover and even a Web design overhaul so it will be more relevant to the users.

Now, the new logo is a lot more sophisticated with its black & white theme. Moreover, the letter “o” has an up and down arrow sign perhaps to symbolize the elevator buttons. Or as HotelChatters.com interpreted, these arrows might have something to do with search function because this site is basically a search engine for low-priced hotels. I guess we have to wait for the official launch of Hotels.com to understand the meaning behind this symbol.

On the other hand, I find the new logo design inappropriately sophisticated for a company providing cheap hotel rates. The combination of colors black and white connotes elegance, which might be too intimidating for some o its target customers.

Via Trademork

This entry was posted on Tuesday, February 5th, 2008 at 6:53 am and is filed under Logo Design News. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.