Klook unveils new brand identity, gears up for a new future of traveling

klook brand identity marketing magazine malaysia

Klook, a leading travel and leisure e-commerce platform, today launched a bold and all-new brand identity. The rebrand comes at a pivotal time of change in the travel industry, as the company gears up to champion a new future of traveling in 2022 and beyond. It also marks its first end-to-end rebrand and signals Klook’s commitment to powering the travel ecosystem from customers, travel operators, and partners for an exciting journey ahead. 

Created in partnership with global brand agency Superunion, the new brand identity invites people to experience everything with optimism, joyfulness, and enthusiasm. At the heart of the new brand identity is the company’s refreshed brand purpose, “To inspire and enable more moments of joy”, reaffirming its pledge to revitalize the travel industry

“The rebrand marks a fundamental shift in how we engage with our customers. It means pushing the boundaries and constantly introducing new ways to deliver joyful experiences across all touchpoints of our brand,” said Marcus Yong, Vice President, Global Marketing for Klook. “With travel gradually resuming, there is no better time than now to introduce everyone to a new Klook and assist customers in reimagining how they travel in this new environment.”

“We’re very excited to have played a part in Klook’s rebrand journey. Now more than ever, people recognize the positive impact that overseas travel and local experiences have on our psyche. Klook’s exuberant new brand expression is a celebration of these moments and the joy they provide,” said Ambrish Chaudhry, Managing Strategy Director at Superunion, Singapore.

The rebrand features an all-new identity from the introduction of a new Klook icon, wordmark, typography, colors, illustrations, and icons. Customers can also expect a more interactive and immersive user experience on Klook, with new rich media formats such as motion graphics, short-form videos, and more exciting content, including travel guides, live streams, and vlog reviews.

New icon, colors, and wordmark

The new icon titled “Joysplash” is the manifestation of Klook’s renewed brand purpose, colorful spirit, and zest for life. The energetic colors also represent Klook’s diverse and vibrant global customer base who constantly seek out rich, vivid, and joyful experiences to satiate their wanderlust.  

klook marketing magazine malaysia
Klook wordmark

Klook’s new wordmark, with its rounded edges and softer lines, reflects the brand’s humanistic and personal approach to bring customers even more joyful experiences. Klook, which also means “Keep Looking”, encourages its customers who are global citizens to experience the world with all their senses and with complete joy, curiosity, and wonderment. 

New innovative features to supersize the customer experience 

The new brand purpose encapsulates the company’s dedication to providing customers with the best user experience possible. From March 1, customers who log in to the new app will be greeted with an interactive personality test to uncover their Joy Character.

The personality test features eight unique characters such as “Adrenaline Chaser” or “Culture Vulture”. Customers who complete the test will unlock coupons uniquely tailored to them based on their personality test.

Klook is also changing the way customers leave reviews by introducing sensorial keyword tagging. Customers will soon be able to review experiences with keyword tags such as “relaxing,” “exhilarating,” “funny,” “unexpected”. Customers can filter and search for experiences based on these parameters that intrigue them.


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