Energy without looking like a festival poster
Holiday Enroute sells high-energy group departures and seasonal campaigns. The identity had to feel exciting but still credible when printed on invoices and hotel vouchers.
The brief
Balance vibrancy with restraint so the logo works on both neon social creatives and formal PDF proposals.
Directions we explored — and why they stopped
Early concepts are part of the story. Here is what each direction meant, and why the client chose not to move forward.
- Not selected
Exploration 01
Concept A — Sunburst badge
What it meant
Instant “holiday mood” with radial rays.
Why we moved on
Too loud for B2B partner decks; rays broke when embroidered or embossed.
- Not selected
Exploration 02
Concept B — All-caps block
What it meant
Bold, poster-like presence for youth trips.
Why we moved on
Felt shouty in WhatsApp chats; poor readability in long names on mobile.
Chosen mark — Forward arrow loop
A loop suggests return customers and repeat seasons; the forward cut implies momentum without literal sun or plane icons.
What the final mark means
Symbol
Circular flow reads as “full trip handled” — transport, stay, and experiences in one envelope.
Typography
Title case wordmark with slightly wide tracking — premium coach-tour feel, not discount flyer.
Color
Warm accent only in campaign graphics; logo stays navy-first for trust on contracts.
How it looks on real touchpoints
The approved system applied to social, print, and partner materials — so clients see the brand as they will use it day to day.
Campaign teams use the loop icon as a sticker on UGC reels while the full lockup leads website and proposals.