Tripsure — a Logo Built to Be Remembered in a Crowded OTA Market
Reward360’s travel OTA needed an identity of its own. I led the logo design end-to-end — from studying the competitive landscape to defining the colour, iconography and typography of the final mark.
Hero · The final wordmark — Tripsure Blue with the orange-dot üBefore sketching a single letterform, I mapped the OTA partners currently live in the market — MakeMyTrip, Cleartrip, Goibibo, Yatra, EaseMyTrip, ixigo, Booking.com, Agoda and more. A clear pattern emerged: a sea of reds and oranges, generic travel iconography, and interchangeable typography.
If Tripsure launched looking like one more red travel logo, it would disappear on day one.
A sea of reds and oranges
Nearly every OTA leans on warm, urgent tones. One more red travel logo would vanish on the shelf from day one.
Generic travel iconography
Planes, ticks and pins everywhere — app icons with near-identical recall when placed side by side.
Interchangeable typography
Wordmarks that could swap brands without anyone noticing — no typographic ownership anywhere in the category.
Zero recall for a newcomer
Launching into this pattern meant disappearing. Tripsure had to break the category habits deliberately.
Be different in three deliberate ways — colour, iconography and typography — so users can recall the brand at a glance.
Plate · OTA partners live in the market — a sea of reds, oranges, planes and ticksThree deliberate choices separate Tripsure from every other OTA on the shelf — each one picked as a direct counterpoint to the category’s habits.
Colour
Where the category screams red, Tripsure speaks in a confident electric blue — the colour of assurance, fitting for a brand whose name promises a “sure trip”. Orange is used sparingly, as a signal, not a shout.
Tripsure Blue
A confident electric blue as the foundation — the colour of assurance in a category that screams urgency.
Signal Orange
Used sparingly, as a signal, not a shout — energy without joining the category’s red-orange noise.
White
Clean, open surfaces that let the wordmark and the “ü” carry the identity on their own.
Iconography — the “ü” smile mark
No planes, no pins, no ticks. The two orange dots over the “u” turn the letter into a smiling face — a traveller at ease. It doubles as the favicon and app mark, so the brand stays recognisable even at 16px.
Plate · The ü smile mark — favicon & app iconTypography
Set in Inter — a modern, highly legible grotesque built for screens. The all-lowercase, heavyweight setting makes the wordmark feel approachable and product-native, not corporate. One typeface carries the entire brand.
Plate · Inter · Bold · LowercaseThe final identity is a single-lockup system: the full wordmark for headers and marketing, and the “ü” cropped out as the favicon and avatar. Because the mark lives inside the letters themselves, the brand never fragments across surfaces.
Plate · Tripsure_Final — primary lockup on light surfacesTripsure is live today on ICICI iShop, with HDFC SmartBuy lined up next. Within days of the milestone campaign, the brand crossed its first hundred bookings across 15 countries.
Plate · Milestone metrics — the identity in action on the live campaignICICI iShop — Live now
Tripsure is live inside ICICI Bank’s iShop rewards ecosystem — the wordmark, favicon and colour system deployed across the full booking experience.
HDFC SmartBuy — Up next
The same identity system is built to travel. HDFC SmartBuy is the next partner surface, with the mark ready to scale without modification.