Lonely Planet is the name of one of the most famous travel publishers in the world, which was established in 1972 in Australia. Today there are not only printed books but also various mobile applications and video materials are being created by the company.
The visual identity for Lonely Planet was designed in 1972 and has never been changed since that time, as its minimalist design perfectly represents the company’s mood and purpose and is instantly recognizable by people all over the globe. So why change something that does its work on 100%.
The Lonely Planet logo is composed of a bold wordmark, written in the lowercase and a thin delicate circle, placed in the central part of the inscription. The circle here stands for the planet, unity, and togetherness, also being the eye-catching element of the visual identity.
As for the lettering itself, it is executed in a bold sans-serif typeface with sleek rounded lines and straight lay cut edges of the letters. There is not much space be-tween the symbols, so the letters in each word are glued to each other, which only adds to that mood of unity.
The typeface of the inscription I’d pretty close to such fonts as Harry Fat and Sinn Bold, which are solid and modern fonts with a special recognizable character.
The blue and white color palette of the visual identity here stands for the reliability and professionalism of the company, which provides people worldwide with educational and useful information on traveling and geography. Blue is a symbol of expertise and experience, and these are the two most important qualities in the Lonely Planet field.
The original Lonely Planet badge featured bold lowercase lettering in a modern sans-serif font with heavily rounded characters glued to each other. The dark blue inscription was accompanied by two medium-weight arched lines, forming a circle in the middle of the badge. That was a minimalistic graphical representation of the globe, which became more detailed after the first redesign of the Lonely Planet logo.
The redesign of 2022 has introduced a brighter blue and white color palette, and slightly changed the composition of the Lonely a planet badge, placing the graphical element, depicting a globe with blue continents on a white background, between the two parts of the lettering. The font of the inscription got refined, with the bars becoming thinner, and the letters getting more air between them.