After 10 years with their ever so familiar and friendly logo, Expedia has unveiled an updated look to take them into the new decade. And it’s good.

I really like that they ditched the cartoony feel. Like many of their users, Expedia is all grown up and have a good enough market share to badge up with a more professional, matter-of-factly logo that gives off a more sophisticated vibe. Or maybe it’s simply the fact that it resembles the Xbox 360 logo. Either way, good marks.

Their new tag line, on the other hand, definitely lacks a some creativity and doesn’t support the streamlined, classic and timeless look they’re going for. To me, “Where You Book Matters” comes off a bit desperate. Why not roll with something strong? Something like “It’s Where You Book”. Stick to your guns! Own online booking!