The travel app identities have been skewing more toward the irreverent, with even older and established ones creating quirky campaigns around gnomes and “Captain Obvious”. Trip Genie needed to be a recognizable brand in a very crowded space.
Newer apps have also been creating memorable characters as mascots (like Hipmunk, or MailChimp’s Freddie the Gorilla), but we wanted to avoid running straight into the illustrated genie route, as that can quickly veer into stereotypical and offensive.
I thought the name evoked a sense of nostalgia linked to mid century popular culture, and since the app evolved from a Las Vegas based casino reward program, I wanted it to nod back to the city’s heyday around the same time.
In that era, flying was glamorous. I wanted the logo to reflect the vintage, jet-set era of flying with the ease of online booking. The idea for the clouds evolved from a magic lamp’s smoke turning into clouds, but then turned into sharp rings similar to give it a less organic, and more mid-century modern look.
An illustrated lamp can also be used for app icons, and other instances where the type logo can’t be used.
Emails are an important part of an app's UX, so I wanted them to retain as much of the site's branding as possible, while still being legible across all possible email clients.
I used the apps fonts for more progressive email clients, which falls back to a default serif on older ones. The design is also fluid and is easily read on a mobile device.