Travel portal Agoda goes in for a revamp of visual identity and launches ‘Agojis’

Singapore based travel platform Agoda has gone in for a new visual identity which includes a new logo, a custom typeface and new characters called “agojis”. The agencies working on the brand include BMF Australia on brand positioning, visual identity and creative development and Digitas Singapore.

A note from Agoda said: “Agoda’s new logo is a contemporary update featuring brighter shades of colours and refined typography to better reflect the brand’s friendly, surprising and playful personality. 

“As part of the refresh, leveraging its strong brand equity, Agoda brought its five iconic coloured dots to life with the Agojis. The new brand characters are distinctly identifiable, relatable and have been developed to easily scale and adapt into any environment and campaign.”

Speaking about the changes Agoda global director of brand Michael Kost said: “Agoda has grown from a start-up to a global brand today that is not just a booking platform with the best prices, but a travel partner that simplifies travel for everyone.

“Our dots were recognised, and we wanted to do more with them to be more memorable in an unexpected, playful way, and distinguish Agoda from other travel platforms.”

The revamped identity is expected to play out across Agoda’s touchpoints including its sub brands and products. A note from Agoda said: “Consumers will see cohesive, consistent visuals and tone of voice portraying Agoda as thoughtful, surprising, unexpected, playful and humble throughout their booking journey.”


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