Fresh off its listing on NASDAQ after the Terrapin 3 acquisition, Yatra is taking the wraps off its new brand identity. Yes, the online travel behemoth is gearing up to take on its closest rival Make My Trip, who recently acquired ibibo, with vigour and rejuvenated ambition. And the new brand identity aims to represent just that.
Yatra has today unveiled a completely new and redesigned red logo, which in its opinion represents exuberance. The new brand identity of the company is more contemporary and evolved when compared to the previous logo. It is also more fluid, modern and minimalist. The company is now aiming to make travel planning as fluid as its new identity.
Talking about this brand identity, Vikrant Mudaliar, chief marketing officer at Yatra says,
The change in brand identity is not only about the change in logo and colour but also a change in what the brand stands for along with the branding elements such as tonality, communication, look and feel.
The new red logo helps us to stand out in an increasingly cluttered media environment and at the same time lends a sense of confidence and reliability to our brand. The changed Yatra logo is fluid, just like travel should be.
Further, Yatra is not only introducing us to a redesigned logo and website. But, it is also evolving the services offered by them as a whole. The company is now also aiming to become a one-stop shop for travelers by adding more features atop its existing platform. The change in identity is coupled with the evolution of Yatra’s product offering, covering an unmatched range across flights, hotels, holidays, bus, train, cabs, homestays, activities and cruises, says the official statement.
Sharat Dhall, COO (B2C) at Yatra goes to expand on the same, saying,
Today we are much more than a booking site for flights, hotels and packages. We are a travel marketplace. And our new logo symbolizes just that. We have everything that a traveller needs on our site, and truly the one-stop travel platform for Indians. We are bursting with new ideas, with new discoveries to be made, and newer journeys to be experienced.
Now, the competition among the online travel aggregation websites is expected to become more fierce. With ibibo under its belt, Make My Trip has become of the largest (if not the largest!) travel solutions in the country. And now, Yatra is using its resources, post the $218 Mn acquisition by Terrapin 3 in July last year, to give themselves a boost and its rivals a tough fight.
Talking about the same, Yatra co-founder Sabina Chopra told The Tech Portal in a previous interview that she sees the MMT-ibibo merger as good news for the travel industry. She also adds that people are starting to taking the industry seriously and Yatra is aggressively moving towards a healthy competition. And we can see this brand unveiling as just the first step towards the same.
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