(Est. 2000) “StubHub is an online marketplace owned by eBay, which provides services for buyers and sellers of tickets for sports, concerts, theater and other live entertainment events. It has grown from the largest secondary-market ticket marketplace in the United States into the world’s largest ticket marketplace by a considerable margin. While the company does not currently disclose its financials, it is said to process one sports or entertainment ticket every second and in 2015 had over 16 million unique visitors and nearly 10 million live events per month.” (Wikipedia)
Campaign: Goodby Silverstein & Partners
Logo: Not specified
In alignment with this strategy, StubHub today announced a holistic update to its brand identity, along with plans to execute a strategic, multi-channel brand campaign. The rebranding includes impactful aesthetic changes to convey the feeling and anticipation that only comes with live experiences, including a more contemporary and globally relevant logo; updated design elements that convey more emotion and energy; and a bolder, more flexible and dynamic color palette. The StubHub word bubble is now used to express the range of audience emotions and desires, and is symbolic of the stories that fans will share around an event.
Images (opinion after)
The last version of StubHub was a really good, mature evolution of its original design. At the time of our last post we hadn't posted any applications but you can now see those here. It was boldly colored and nicely typeset. It's surprising that, only a year later, StubHub would introduce a new logo — the new logo hasn't even had time to replace the old logo in a Google Image search — especially with one that doesn't improve in any way whatsoever the old one. It's a lateral move for change's sake. The new typography is fine, relative to things like yesterday's Eventbrite, but it's still subpar; the holding shape is neither better nor worse but at least the old one had clearly rounded corners and this one is almost a tight corner but not quite; the only major, significant change is dropping the exclamation point, which I can see as a way of maturing the brand itself, as if it doesn't need to yell anymore to get attention. The applications are sort of interesting with the speech bubble working as a graphic device to frame or un-frame different events but the executions look very rushed. The use of Interstate as the main font makes no sense — why not use the same typeface that was used for the logo? Interstate has no relation to what's going on with the logo nor is it significantly different to act as a complement or contrast. The one nice update is the tagline, "Your Ticket Out"; it's short and very effective in communicating both what the company does and the brand promise it aims to deliver on.
Thanks to Jake Barlow for the tip.