Dive Brief:
- StubHub has changed its logo after ten years with the same look.
- The new look comes at a time when the company is changing its identity to move beyond just selling tickets.
- The key difference between the logos is the new look removes the ticket stubs as part of the exclamation point.
Dive Insight:
StubHub, the online ticket reseller, is in the process of changing its identity on what it offers its customers and has changed its ten-year-old logo in the process. The old logo featured the company name followed with an exclamation point that featured tickets stubs as part of the punctuation’s design. The new logo simply has a typical exclamation point, no tickets included.
StubHub’s new direction is to offer customers a more complete experience around ticketed events and is adding to content to the site to offer suggestions on where to eat and park, ways to get to venues and weather reports.
Bridget Burton, head of brand management and creative for StubHub, told Adweek the logo redesign is about their evolution as a company and a reflection of where the company is headed.
"Looking at other tech companies, looking at our peers, and seeing what we needed to do and the changes that we needed to make, it goes into our design system, overall—looking for something that is really clear and organized as well as something that still captures the energy of the brand," Burton said.