VRBO rebrand and campaign by FÖDA

Vacation rental compay Vrbo is refreshing its brand identity with a bold logo redesign. Vrbo, the popular vacation rental platform with roots dating back to 1995, unveiled its new logo today to kick off a brand renovation campaign to symbolize its evolution into the modern travel platform it is today, while staying true to its heritage of uniting families and groups of friends through travel.

Along with the new logo comes a new way to say the brand name: “VER-boh," what many of the brand’s most ardent fans have called it for years. Today, the company is making it official by changing the acronym into a word. VRBO is now Vrbo.

The changes to the brand’s logo are dramatic. What was originally a traditional, sans-serif wordmark is now a bold, colorful and vibrant logo in a Prismatic typeface. Designed by Austin-based boutique design studio FÖDA​, the logo is inspired by what reminds travelers of Vrbo in the first place: vacations.

Several aspects of the new brand identity reflect the experience of traveling with loved ones: the lines and curves of the Prismatic wordmark represent travelers coming together and connecting on vacation and remind us of patterns we often see while traveling – from the stripes on beach umbrellas to the winding routes of a road trip. The new color palette features vibrant hues people often see when traveling such as seaside blues and peaceful greens.

The new logo is visible on the website and Vrbo’s mobile app. Its new look and feel represents what the brand is today: a modern, bold and exciting household name within the vacation rental industry.

A new campaign goes along with the rebrand, complete with quirky visuals and rollicking choreography set to an iconic Broadway tune.

Directed by Todd Strauss-Schulson ('Isn’t It Romantic') and produced by creative powerhouse Prettybird, the campaign’s centerpiece ad depicts three groups of families and friends being perfectly matched with vacation homes that fulfill their unique needs. The ads will air on a mix of premium national networks and category-specific cable networks, like HGTV, Travel Channel and TLC.