The Story Behind the Red Umbrella and Blue Logo (A Branding Success Story)

This article focuses on the story behind the branding success of a popular company’s red umbrella and blue logo. Here are some frequently asked questions and detailed answers about it:

Q: What is the company behind the red umbrella and blue logo?

A: The company is Travelers, one of the largest insurance providers in the United States. It was founded in 1853 and has been using the red umbrella as its symbol since the 1870s.

Q: Why did Travelers choose the red umbrella as its symbol?

A: The red umbrella represents protection, which is what insurance is all about. It also helps Travelers stand out in a sea of competitors with similar services.

Q: How did the red umbrella become so iconic?

A: Travelers invested heavily in advertising campaigns featuring the red umbrella, including print ads, billboards, and TV commercials. They also sponsored events like the Macy’s Thanksgiving Day Parade, where a giant red umbrella balloon became a beloved sight. Over time, the red umbrella became synonymous with Travelers and its commitment to protecting its customers.

Q: What about the blue lettering in the logo?

A: Travelers added the blue lettering to its logo in the 1980s to make it more modern and distinguishable. The blue color represents trust, stability, and security, which are important qualities for an insurance company to convey.

Q: Has Travelers ever changed its logo or branding?

A: Yes, Travelers has updated its logo and branding several times over the years to keep up with changing trends and technology. However, the red umbrella has remained a constant symbol and is still prominently featured in their branding today.

Q: What can other companies learn from Travelers’ branding success?

A: Travelers’ success is a testament to the power of consistent, memorable branding. By choosing a symbol that represents their values and investing in advertising campaigns to promote it, they have created a strong brand identity that is instantly recognizable. Other companies can benefit from following a similar approach to branding and investing in their marketing efforts to build brand awareness and loyalty.

When you think of a red umbrella and blue logo, what comes to mind? If you’re like most people, you probably think of the travel industry giant, Expedia. But have you ever wondered how this iconic branding came to be? Let’s take a closer look at the story behind the red umbrella and blue logo.

It all started in the late 1990s when Microsoft was looking to expand into the online travel industry. They acquired a small travel booking software company called Travelscape and rebranded it as Expedia in 1999. The new company needed a strong brand identity to stand out in a crowded market, so they turned to the branding experts at Hornall Anderson.

The team at Hornall Anderson knew that they needed to create a brand that was not only memorable but also conveyed a sense of trust and reliability. They started by looking at the competition and noticed that many of the travel brands used green or yellow in their logos. They wanted to create something that would stand out, so they decided to go with red and blue.

The team then began experimenting with different shapes and symbols that would represent the brand. They eventually settled on an umbrella, which they felt was a strong symbol of protection and safety. The red color was chosen to represent passion and excitement, while the blue color represented trust and reliability.

Once the logo was finalized, the team at Hornall Anderson began working on the brand’s messaging and advertising. They created a tagline that perfectly summed up the brand’s promise: “Expedia.com. Don’t just travel. Travel right.” They also developed a series of ads that featured the red umbrella, which quickly became a recognizable symbol of the brand.

The branding strategy was a huge success. Expedia quickly became one of the most recognized travel brands in the world, thanks in large part to the memorable red umbrella and blue logo. The brand continues to thrive today, and the logo has become so iconic that it’s now instantly recognizable even without the company name.

In conclusion, the story behind the red umbrella and blue logo is a testament to the power of effective branding. By choosing the right colors, symbols, and messaging, Hornall Anderson was able to create a brand that not only stood out in a crowded market but also conveyed a sense of trust and reliability to consumers. Today, the red umbrella and blue logo are synonymous with the Expedia brand and serve as a reminder of the company’s commitment to providing its customers with the best possible travel experiences.