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A focus on travel destinations that highlight nature, architecture, or locale with zero to minimal focus on people.
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Settings are not just static backdrops. They should enhance the story and depth of the message.
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Environments should provide a sense of perspective, scale, and global culture, giving viewers a sense of what it's like to visit other parts of the world.
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Viewers should feel transported to the special moments and places shown in the imagery.
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Photography should not be western-centric but show many different perspectives and settings from all over the world.
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Photos of locations should never be culturally insensitive or inappropriate.
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Avoid selecting locations that are obvious tourist photo-ops , but rather places that provide a fresh perspective of the beaten path.
Typography is the art of expressing our brand voice, or Tone of Voice, in print and on-screen. Our fonts help deliver our message with distinction, clarity and personality.
Our brand fonts are provided under license and may only be used for purposes conveyed in the licenses. Please read all guidance below and email EGBrandTeam@expediagroup.com for any questions.
Brand fonts
A strong typographic style and expression is a primary characteristic of the Expedia Group identity. Consider the text arrangement, line spacing and letter spacing carefully, together with methods of emphasis and hierarchy.
Bold. Modern. Lively. Expedia Group Primary is our corporate typeface. It is designed specifically for Expedia Group to embody the voice of our brand.
ONLY use Expedia Group Primary for titles and large headings, never for subheads or body copy.
DO NOT use this font. This is an alternate display style that incorporates the Expedia Group “e” logo. It is reserved only for corporate logos and specially approved cases.
Century Gothic is the font family used in most body copy and text.
Use the Bold style for headings and subheads, and use the regular style for body copy.
ONLY use Century Gothic Regular for copy that is up to 2-3 short paragraphs. Anything longer should use the Muli font.
Use Muli over Century Gothic if you have more than 3 paragraphs of body copy. It is well-suited for text-heavy layouts that require smaller sized text. Muli is a free Google Font that is licensed under the Open Font License.
Hierarchy & Structure
Typographical hierarchy is key for successful communication. By selecting appropriate type sizes and weights for messaging, a design will draw readers into the visual, as well as express attitude, emotion, and the rhythm of what is being said.
1. Title – Expedia Group Primary
2. Subtitle – Century Gothic Bold
3. Small Body Copy – Muli
4. Pull Quote – Century Gothic Bold
Type Sizes
Typography should have clear hierarchy between all levels, from headline to body copy. Type sizes should follow a proportional scale.
Example
Type Weights
Font weights should be used in the following ways:
Headings – Bold weight (usually 30-50 pt)
Subheadings – Bold or semibold weight (usually 14-30 pt)
Body copy – Regular weight (usually 8-14 pt)
*Some assets may not have all four hierarchal sizes or weights
Mistakes to Avoid
