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“From ↓ to ↗”

(Est. 2006, previously Wyndham Worldwide Corporation) “Wyndham Destinations believes in putting the world on vacation. Our global presence in 110 countries at more than 220 vacation ownership resorts and 4,300+ affiliated exchange properties distinguishes Wyndham Destinations as the world’s largest vacation ownership company, largest vacation exchange company, and North America’s largest professionally managed rental business. Each year our team of 25,000 associates delivers great vacations to millions of families as they make memories of a lifetime. Our world is your destination.”

Design by
Siegel+Gale

Related links
Wyndham Destinations spin-off press release

Relevant quote
– The new logo is dynamic: a living, breathing, expressive representation of Wyndham Destinations.
– The slant of the Y suggests movement (the journey), while the dot creates a pause (the destination).
– To reinforce the sophistication of the Wyndham Destinations brand, the color palette is elegant and modern, using only black and white.
– A series of arrows of differing styles and weights represents the variety of options for diverse vacation experiences. Custom arrows are used to convey the flexibility and diversity of Wyndham Destinations customers’ journeys.

Images (opinion after)

New Logo and Identity for Wyndham Destinations by Siegel+Gale
Logo.
New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale
Various print materials.
New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale
Online presence.
New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale
Ads.
New Logo and Identity for Wyndham Destinations by Siegel+Gale


New Logo and Identity for Wyndham Destinations by Siegel+Gale
Office graphics.

Opinion
The old logo was standard-issue corporate swoosh and corporate blue — nothing wrong with it but nothing right either. The new logo aims to add some visual interest and cool factor through a less corporate vibe. The new wordmark is still on the corporate side but the “Y” adds a touch of distinction and differentiation. It’s okay but I think something else in the wordmark needed to have a twist, perhaps the “A” in “DESTINATIONS”. The dot… I don’t know why it’s there in general nor why it’s there in that particular position — in application it sometimes serves as a pivot to split the logo into a corner, which is both possibly good and bad. In application there is also the addition of a large “D” graphic that can be used as a stroke or filled in with a photo. It’s a nice element and probably the one that stands out the most. There are also arrows, lots of different ones used one at a time but they don’t clearly stand out as a key element, it feels like they couldn’t find the same arrow file to use in different applications. There is also a high-contrast sans serif that, as nice as it is, it is one design aesthetic too many. Overall, it’s fine but, in an attempt to make the brand more engaging and attractive, it feels like it’s trying too hard to find a voice to communicate in and instead goes in all kinds of directions without a specific destination.