Kayak logo

Kayak logo

Plaid Inc., New York, New York, 2009


Kayak.com, the popular innovators of travel search, needed a brand identity to clarify their position as an unbiased search engine that lets you instantly search hundreds of travel sites at once.

Inspired by the classic flip departure boards, Plaid created an identity that captures the spirit of travel and the desire for choice.

Fondly referred to by Kayak as “Flippy,” this icon has led to a totally unique visual language for the brand, has inspired a national advertising campaign and has increased traffic to their site by 300 percent.

Juror Notes

I love the reference to the old-style clicking and clacking airport display boards, and I love that there isn’t a reference to boats or paddles.

Collections: AIGA 365: 31 (2010)
Repository: Denver Art Museum
Discipline: Brand and identity systems design
Format: Logo


Design firm
Plaid Inc.
Creative director
James Sanderson
Josh Smith, Tom Wilder
Content strategist
Carol Costello