Redesigned icon system that unified visual consistency, boosted brand recognition, and improved traveler experiences across Expedia Group's flagship products.
The challenge
Over the years, Expedia Group's brands have undergone numerous transformations, leading to an icon library in critical need of redesign. As the creative lead partnering with internal brand and design system teams, I led the development and implementation of a new icon set that reflects the refreshed brand language of Expedia Group's flagship products: Expedia, Hotels.com, and Vrbo.
The existing icon system served multiple internal and external needs but had grown unwieldy. Years of incremental updates had resulted in a massive library exceeding 800 icons that lacked consistency, showed fragmentation, and felt outdated. Our mission was to create a unified set of refreshed icons that would bring consistency, character, and quality to our products.
HIGHLIGHTS
800+
System icons audited and redesigned
All 3
Flagship brands unified with one set
32
Product feature icons redesigned
+4.5%
Increase in conversions across key areas*
Building a cohesive brand language
The Expedia Icon system was crafted to be functional, scalable, and aligned with our overarching design language. Using simple geometric shapes as building blocks, the icons are refined, timeless, and trustworthy. They were designed with scalability in mind, ensuring legibility across different screen sizes and platforms.
Inspired by Expedia's custom typography, the icons incorporate a mix of sharp and rounded elements, balancing boldness with approachability. This stylistic direction creates harmony between the icons and other visual elements of the brand, reinforcing a cohesive and recognizable identity throughout our products.
Harmonizing with the system
We developed the icons alongside the design system, using component measurements to guide sizing and typography to inspire forms. This ensured each icon felt like an organic part of the system, contributing to a cohesive brand identity. By aligning with established design elements, we built a recognizable visual language that enhances the overall user experience.
The outcome
Connected EG's flagship products visually, boosted consistency, sped up design, and made it easier for travelers to understand and engage.