01 · Establish a hierarchy of colour
Blue carries the wordmark; orange is reserved for the small smile detail. The accent has a defined job instead of competing with the name.
Entry 05 · Reward360 · Brand Mark Design
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.
Live on ICICI iShopComing Next — HDFC SmartBuyReward3600 → 1 Brand MarkHead of Design
101
Bookings & Counting
₹23.27L
Total GMV
15
Countries Reached
Hero · The final wordmark — Tripsure Blue with the orange-dot üLeadership brief
Create a recognisable identity that works inside a partner ecosystem.
- My remit
- Head of Design at Reward360; end-to-end logo design from category study to the final mark.
- Design scope
- Wordmark, colour, typography, iconography and use from full headers to small icons.
- Leadership contribution
- Keep the identity coherent across sizes and partner surfaces through a small set of repeatable visual decisions.
Tripsure needed its own recognisable identity within a crowded travel category and bank-partner environment. The work focused on a practical identity system, not a claim that a new logo would independently drive bookings.
Decision in practice · Product identity
From the problem to the screen.
02 · Keep the symbol inside the name
The ü smile can be extracted for compact surfaces without introducing a separate, unrelated symbol.
03 · Make the system repeatable
A lowercase Inter wordmark, a restrained palette and one embedded mark provide a common basis for partner rollout.
Strategic decisions & trade-offs
What the direction needed to balance.
01Choose a specific visual signature
Use the blue wordmark and orange ü detail as the identity’s organising idea. Category observations informed the direction; measured distinctiveness is a separate question.
02Balance expression with small-size use
The smile adds personality while the readable wordmark carries the name. The icon and full lockup should still look like the same identity.
03Separate brand delivery from commercial attribution
Use launch bookings and GMV as business context. Without a comparison that isolates the identity, those results should not be presented as the logo’s measured impact.
01 — The Landscape
Finding a distinctive direction in a crowded category.
Before 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.
01
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.
02
Generic travel iconography
Planes, ticks and pins everywhere — app icons with near-identical recall when placed side by side.
03
Interchangeable typography
Wordmarks that could swap brands without anyone noticing — no typographic ownership anywhere in the category.
04
Zero recall for a newcomer
Launching into this pattern meant disappearing. Tripsure had to break the category habits deliberately.
The Opportunity
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 ticks02 — The Design Decisions
Different where it matters: colour, iconography, typography.
Three 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 · Lowercase03 — The Final Mark
One wordmark, one smile, everywhere from web to favicon.
The 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 identity has a common visual reference across surfaces.
Plate · Tripsure_Final — primary lockup on light surfacesOutcomes & learning
What the results establish.
The launch snapshot records 101 bookings, ₹23.27 lakh GMV and travel across 15 countries. These describe activity around the launch, not a measured lift caused by the identity. The direct design output is the wordmark, icon and visual system.
The leadership lesson is to be precise about both scope and evidence: deliver a usable identity system, then distinguish what shipped from what the business achieved around it.
04 — Launch Context
Identity rollout and the launch snapshot.
Tripsure 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.
Bookings
Total GMV
Reach
101
Bookings and counting — 67 domestic, 34 international
₹23.27L
Total GMV within days of the milestone campaign
15
Countries reached across 34 international trips
Launch context, not measured impact of the identity design. Campaign growth · Day 1: 70 → Day 2: 75 → Day 3: 83 → Day 4: 92 → Now: 101
Plate · Milestone metrics — the identity in action on the live campaign05 — Rollout
From one bank partner to the next.
ICICI 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.