Expedia Group (inspired interpretation)

# Expedia Group: Brand Spec

## 01 Brand Overview
Expedia Group is the global travel marketplace behind Expedia, Hotels.com, Vrbo and a portfolio of specialist and regional brands, plus the B2B and advertising businesses that power travel for partners. The corporate identity pairs an electric indigo palette with a rounded geometric wordmark: engineering-serious, human-optimistic. It speaks as an industry steward, trusted, forward-looking and inclusive, and stays quiet behind its consumer brands, which carry their own identities.

## 02 Color Palette
```
- name: canvas
  role: bg
  light: oklch(100% 0 0)
  dark:  oklch(18% 0.04 274)
  hex:   #ffffff
```
```
- name: ink
  role: subject
  light: oklch(24% 0.06 272)
  dark:  oklch(96% 0.01 272)
  hex:   #191e3b
```
```
- name: indigo
  role: accent
  light: oklch(52% 0.23 272)
  dark:  oklch(58% 0.22 272)
  hex:   #4248ed
```
```
- name: indigo-deep
  role: shadow
  light: oklch(42% 0.22 272)
  dark:  oklch(48% 0.21 272)
  hex:   #2023c1
```
```
- name: brand-blue
  role: highlight
  light: oklch(33% 0.19 268)
  dark:  oklch(42% 0.20 268)
  hex:   #000099
```
```
- name: surface-muted
  role: bg
  light: oklch(96% 0.005 272)
  dark:  oklch(26% 0.03 272)
  hex:   #f3f3f5
```
Signature gradient (backdrops only): indigo #4248ed to violet to soft pink, diagonal.

## 03 Typography
- Primary (display): 'Centra No2', 'Helvetica Neue', Arial, sans-serif. Headlines and section titles; geometric, slightly rounded, generous apertures. Shared house face across Expedia, Hotels.com and Vrbo.
- Secondary (body): 'Centra No2', 'Helvetica Neue', Arial, sans-serif. Prose, captions, nav. One family carries the whole system.
- Mono (optional): 'IBM Plex Mono', ui-monospace, monospace. Stat footnotes and legal metadata only.

## 04 Voice
### Values
A marketplace built for every journey, and a catalyst for travel that is smarter, more open, more sustainable and respectful of the places we go.

### Aesthetic
Electric indigo confidence, rounded geometric warmth, editorial whitespace, soft elevation, optimistic and human.

### Tone of Voice
Aspirational, grounded, inclusive, purposeful, approachable. Corporate but never stiff; leads with travelers and partners, not with itself.

## 05 Layout posture
- Airy, centered editorial compositions with generous vertical rhythm between full-width sections.
- Full-bleed indigo-to-violet gradient bands punctuate long white stretches.
- Stat trios in evenly weighted cards: big indigo numerals over small gray captions.
- Brand logo walls in a calm, evenly spaced grid; the portfolio brands appear in their own colors, never recolored.

## 06 Anti-defaults
- No pure black headlines; use ink #191e3b or brand-blue #000099.
- No heavy borders or outlined boxes; depth comes from soft shadows.
- No dense, cramped layouts; wide margins and centered text.
- No serif display; Centra No2 carries everything at the corporate level.
- Never let the corporate indigo override a consumer brand's own palette in that brand's work.

## 07 Logo
- Lowercase "expedia group" wordmark in a rounded geometric sans, led by a circular "e" lozenge symbol with a horizontal bar cutout, solid indigo.
- Clear space equal to the height of the "e" symbol on all sides; minimum width about 120px for the full lockup.
- Indigo on light grounds; solid white on indigo, gradient or photography.
- Never recolor off-palette, add gradients or outlines to the glyph, or stretch the lockup.

## 08 Imagery
- Authentic travel photography: real travelers mid-journey, warm natural light, candid and diverse.
- Motion and first-person POV (handlebars, dashboards, trails) to convey exploration.
- Full-bleed heroes with dark gradient scrims for white text.
- The indigo-violet gradient for abstract and product-mockup backdrops.
- Avoid sterile corporate stock, oversaturated postcards and empty landscapes.

## 09 UI Components
- Pill buttons: primary indigo #4248ed with white text, hover #2023c1; secondary outlined pills.
- Cards: tight 2px radius, soft diffuse shadow, no visible border.
- Circular indigo icon buttons for accordions and carousels.
- Pale #f3f3f5 section backgrounds segment content.

## 10 Iconography
- Rounded-terminal line icons, medium stroke, literal metaphors (pin, calendar, chevron).
- Interactive icons sit in circular indigo containers.

## 11 Patterns & Data Visuals
- Headline figures over charts: oversized indigo numerals with gray descriptors.
- Diagonal indigo-violet-pink gradient blocks behind product mockups.
- Timelines as accordion rows split by hairline rules.

## 12 Spacing & Grid
- 4px base unit with generous multiples.
- Three-column card grids; centered single-column prose for narrative.
- 2px radius system; pills and circles are the only exceptions.

## 13 Products
- Expedia (sub_brand)
- Hotels.com (sub_brand)
- Vrbo (sub_brand)
- Expedia Cruises, CarRentals.com, Hotwire, Orbitz, ebookers, CheapTickets, Wotif, trivago, Travelocity (sub_brands)

## 16 Requirements
### Legal
- Corporate footer line: "© Expedia, Inc., an Expedia Group company. All rights reserved."
- Expedia, Expedia Group and the Expedia E logo are trademarks of Expedia, Inc.; use ® or ™ marks as on the official properties.
### Accessibility
- Body text contrast at WCAG AA minimum against its ground.
### Claims
- No unverified savings or ranking claims; figures must come from Expedia Group sources.